The present research considers the effect of using relatively more abstract versus concrete language on consumers’ attitudes toward a luxury product and their willingness to buy it. More specifically, the present research investigates the moderating role of brand prominence on the effect of using abstract versus concrete language on consumers’ responses. The results of two experiments demonstrate that abstract language leads to higher product attitude and willingness to buy compared to concrete language when brand prominence is low but not when it is high. Implications of this research for theory and practice as well as its limitations are discussed.

Communicating the luxury dream: The moderating role of brand prominence on the effect of abstract versus concrete language on consumer responses / Amatulli, Cesare; De Angelis, Matteo; Donato, Carmela. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - 4:(2019), pp. 91-108.

Communicating the luxury dream: The moderating role of brand prominence on the effect of abstract versus concrete language on consumer responses

De Angelis, Matteo;Donato, Carmela
2019

Abstract

The present research considers the effect of using relatively more abstract versus concrete language on consumers’ attitudes toward a luxury product and their willingness to buy it. More specifically, the present research investigates the moderating role of brand prominence on the effect of using abstract versus concrete language on consumers’ responses. The results of two experiments demonstrate that abstract language leads to higher product attitude and willingness to buy compared to concrete language when brand prominence is low but not when it is high. Implications of this research for theory and practice as well as its limitations are discussed.
luxury, abstract language, concrete language, brand prominence
Communicating the luxury dream: The moderating role of brand prominence on the effect of abstract versus concrete language on consumer responses / Amatulli, Cesare; De Angelis, Matteo; Donato, Carmela. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - 4:(2019), pp. 91-108.
File in questo prodotto:
File Dimensione Formato  
Amatulli et al. Mercati & Competitività.pdf

Open Access

Tipologia: Versione dell'editore
Licenza: DRM non definito
Dimensione 992.54 kB
Formato Adobe PDF
992.54 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/196010
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact