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The Impact of Brand Familiarity on Self-Brand Connections, a Mediator between Narrative Ads and Consumers’ Brand Attitudes.

Title:

The Impact of Brand Familiarity on Self-Brand Connections, a Mediator between Narrative Ads and Consumers’ Brand Attitudes.

Dai, Yubo (2018) The Impact of Brand Familiarity on Self-Brand Connections, a Mediator between Narrative Ads and Consumers’ Brand Attitudes. Masters thesis, Concordia University.

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Abstract

Brands use advertisements that tell a story (i.e., narrative ads) to illustrate the positive outcomes that consumers could achieve by consuming their products. When consumers relate ad narratives to their life stories, a link is expected to build between the brand and the consumers’ self-identity. This self-brand connection is positively related to consumers’ brand attitudes. A different body of literature suggests that consumers tend to have more brand associations that connect to the story elements in narrative ads for a familiar brand rather than an unfamiliar brand. This thesis seeks to contribute to current knowledge by investigating whether and how brand familiarity affects the relation between narrative ads, subsequent self-brand connections, and consumers’ brand attitudes.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Dai, Yubo
Institution:Concordia University
Degree Name:M. Sc.
Program:Business Administration (Marketing specialization)
Date:October 2018
Thesis Supervisor(s):Grohmann, Bianca
ID Code:984650
Deposited By: Yubo DAI
Deposited On:27 Oct 2022 13:48
Last Modified:27 Oct 2022 13:48
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