Psychological Distance in German and English Brand Language of Eight International Brands
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Authors
Author (Corporation)
Publication date
2020
Typ of student thesis
Course of study
Type
04B - Conference paper
Editors
Cieliebak, Mark
Volk, Martin
Editor (Corporation)
Supervisor
Parent work
SwissText Konvens 2020
Special issue
DOI of the original publication
Series
Series number
Volume
Issue / Number
Pages / Duration
Patent number
Publisher / Publishing institution
Zurich University of Applied Sciences ZHAW & University of Zurich at http://ceur-ws.org
Place of publication / Event location
Online
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
Language offers additional insights to sentiment and content. The same content can be described with psychologically
close or distant language. According to the Construal-Level Theory (Trope & Liberman, 2010), psychological distance
influences decision-making. Seven of the eight examined brands psychologically approach customers with their English
brand language but psychologically distance themselves from customers with their German brand language on Twitter.
Only one brand shows no psychological distance difference between their English and German brand language on Twitter. Implications on decision-making and brand positioning are discussed.
Keywords
language concreteness, brand communication, Twitter, language analysis, brand management, computational method, psychological distance
Event
Exhibition start date
Exhibition end date
Conference start date
23.06.2020
Conference end date
25.06.2020
Date of the last check
ISBN
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
License
Citation
Griesser, S. (2020). Psychological Distance in German and English Brand Language of Eight International Brands. In M. Cieliebak & M. Volk (Eds.), SwissText Konvens 2020. Zurich University of Applied Sciences ZHAW & University of Zurich at http://ceur-ws.org. https://doi.org/10.26041/fhnw-3549