Psychological Distance of Brand Associations
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[Psychological Distance of Brand Associations]
Autor:innen
Griesser, Simone E
Wang, Qing
Hills, Thomas T.
Autor:in (Körperschaft)
Publikationsdatum
06.07.2019
Typ der Arbeit
Studiengang
Typ
06 - Präsentation
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
Themenheft
DOI der Originalpublikation
Reihe / Serie
Reihennummer
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
Patentnummer
Verlag / Herausgebende Institution
Verlagsort / Veranstaltungsort
Bern
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
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.
Schlagwörter
text analysis, psycholinguistics, brand association, psychological distance
Fachgebiet (DDC)
Veranstaltung
American Marketing Association Consumer Behaviour Special Interest Group
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Nein
Zukunftsfelder FHNW
Publikationsstatus
Veröffentlicht
Begutachtung
Peer-Review des Abstracts
Open Access-Status
Lizenz
Zitation
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