In the era of digital intelligence,brand advertising has become increasingly vital for enterprises to compete for resources and market share.However,research on how brand advertising enhances consumer brand evaluations remains rela-tively underdeveloped.Few studies have deeply explored the matching effects,mediating mechanism and boundary conditions of spatial distance and brand image on consumers'brand evaluation in brand advertising.Drawing upon the Construal Level Theory,we examined the matching effect of spatial distance and brand image on consumer brand evaluation through three ex-perimental studies.When brand advertising presents a proximal(vs.distal)spatial distance,competent(vs.warm)brands will enhance consumer brand evaluation,with mental imagery fluency playing a mediating role.Moreover,the need for cogni-tion serves to moderate the matching effect between spatial distance and brand image.These findings not only extend the re-search on brand consumer behavior in the field of advertising and marketing,but also provide practical guidance for companies in designing advertising and brand communication strategies.
关键词
品牌广告/空间距离/品牌形象/心理意象流畅性/认知需求
Key words
Brand Advertising/Spatial Distance/Brand Image/Mental Imagery Fluency/Need for Cognition
维普
万方数据