10.3 Visual Cues

X.-Y. (Marcos). Chu, Chang, and Lee (2021)

• Prestigious brands whose brand image is associated with status and luxury, consumers’ attitude toward the product becomes more favorable and their willingness to pay a premium for the product grows as the distance between the visual representations of the product and the consumer increases.

• Popular brands whose brand image is associated with broad appeal and social connectedness, the closer the distance, the more favorable is consumers’ attitude and the higher their willingness to pay a premium.

References

Chu, Xing-Yu (Marcos), Chun-Tuan Chang, and Angela Y. Lee. 2021. “Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation.” Journal of Marketing 85 (6): 162–75. https://doi.org/10.1177/00222429211000706.