Psychological Distance of Brand Associations

Loading...
Thumbnail Image
Files
[Psychological Distance of Brand Associations]
Authors
Griesser, Simone E
Wang, Qing
Hills, Thomas T.
Author (Corporation)
Publication date
06.07.2019
Typ of student thesis
Course of study
Type
06 - Presentation
Editors
Editor (Corporation)
Supervisor
Parent work
Special issue
DOI of the original publication
Series
Series number
Volume
Issue / Number
Pages / Duration
Patent number
Publisher / Publishing institution
Place of publication / Event location
Bern
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
The language consumers use to address brands can be psychologically close or distant. An example of psychologically distant language is a consumer tweeting to YSL “nail polish looks so lush love to do a review for it”. Inversely, an example of psychologically close language is the following consumer tweet “I've been buying @zara cropped pants like it's no one's business”. Consumer brand associations can therefore be psychologically close or distant based on the language they use. Psychological distance refers to how psychologically close or distant objects are based on consumers’ ego-centric reference point (Trope & Liberman, 2010). The idea that brands are mental representations and can thus be psychologically close or distant is novel. Previous psychological distance studies have largely focussed on the psychological distance of products (Bornemann & Homburg, 2011; Goodman & Malkoc, 2012; Hamilton & Thompson, 2007; da Costa Hernandez, et al., 2015; Schellekens, et al., 2010; Labroo & Patrick, 2008; Pyone & Isen, 2011; Williams, et al., 2014). Only one study focussed on brand extensions (Kim & Roedder John, 2008) and another one on brand experience (Kim & Song, 2016). The last two studies have not investigated the psychological distance of bands per se. This is the gap this study addresses by providing the psychological distance of 30 brands from a consumer viewpoint based on 6000 consumer tweets.
Keywords
text analysis, psycholinguistics, brand association, psychological distance
Subject (DDC)
Project
Event
American Marketing Association Consumer Behaviour Special Interest Group
Exhibition start date
Exhibition end date
Conference start date
Conference end date
Date of the last check
ISBN
ISSN
Language
English
Created during FHNW affiliation
No
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the abstract
Open access category
License
Citation
Griesser, S. E., Wang, Q., & Hills, T. T. (2019, July 6). Psychological Distance of Brand Associations. American Marketing Association Consumer Behaviour Special Interest Group. https://doi.org/10.26041/fhnw-1753