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| Author: | Tsai, S-P. |
| Title: | Message framing strategy for brand communication |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 364-377 |
| Index terms: | advertising marketing brand choice communication strategy consumer behaviour theories models |
| Language: | eng |
| Abstract: | Integrating theories of self-construal, prospect, and involvement and knowledge structure, this paper proposes the Message Framing for Brand Communication (MFBC) model. As empirical examination of the MFBC model proves, self-construal, consumer involvement, and product knowledge to be the three consumer characteristics moderating the persuasiveness that message framing generates at the dimensions of advertising attitude, brand attitude, and purchase intention. Applying the comprehensive framework of the MFBC model, brand communicators may find it more possible to maximize the persuasive function of message framing. |
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