The Matching Effect of Spatial Distance and Brand Image on Consumer Brand Evaluation in Brand Advertising
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.
Brand AdvertisingSpatial DistanceBrand ImageMental Imagery FluencyNeed for Cognition
万方数据
维普
