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Email this article The Influence of Advertising on the Perceived Brand Value for Consumer’s Self-image
Abstract
The aim of the experiment was to determine the possibility of the specific influence by the creator of the advertisement on the image of the brand user and on the symbolic self-completion among consumers. The manipulated content of press advertisements referred to each of five personality traits which are taking account by consumer in the process of comparison their self with typical brand user: agency, sociability, responsibility, sophistication and haughtiness. The impact of experimental manipulation on the perceived symbolic potential of advertised brands was tested on the example of five categories of products. Data were collected individually using a computer. It was determined the specific impact of emphasized personality traits in advertising on the image of a typical user and the perceived symbolic value of the brand for the self-image of the consumers.
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DOI: http://dx.doi.org/10.17951/j.2021.34.2.221-244
Date of publication: 2021-06-12 13:30:31
Date of submission: 2019-10-19 12:19:53
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