Actual Dove versus ideal L’Oréal: Impact of self-related brand image on advertising persuasiveness

ABSTRACT

This study examines how self-related brand images impact the effectiveness of advertising messages framed by different construal levels. In Study 1 (cosmetics/beauty brands: Dove and L’Oréal), data from undergraduate students demonstrated that for an actual image brand (Dove), participants responded positively toward the ad framed with low-level construal terms, whereas they did not react differently to either the high- or low-level construal ads of an ideal brand (L’Oréal). Study 2 that replicated Study 1 to confirm the findings with a different product category (apparel: Gap vs. Gucci) among the general population sample also found consistent findings with Study 1.

KEYWORDS:

• Construal level theory
• brand image
• self-concept
• concrete message
• abstract message

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Dong Hoo Kim

Dong Hoo Kim (Ph.D., The University of Texas at Austin) is an assistant professor of International School of Global Studies at Inha University, Korea. His research focuses on marketing and persuasive communications in brand-consumer relationships, new media, and consumer psychology.

Yoon Hi Sung

Yoon Hi Sung (Ph.D., The University of Texas at Austin) is an assistant professor in the Department of Communication at the University of Texas at El Paso. Her research interests are primarily in digital marketing, media psychology, and corporate social responsibility.

Nam-Hyun Um

Nam-Hyun Um (Ph.D., The University of Texas at Austin) is an associate professor of School of Advertising & Public Relations at Hongik University, Korea. His research interests include political advertising, celebrity endorsement, social commerce, gay and lesbian consumers, and current issues in advertising industry.