Actual Dove versus ideal L’Oréal: Impact of self-related brand image on advertising persuasiveness

This study examines how self-related brand images impact the effectiveness of advertising messages framed by different construal levels. In Study 1 (cosmetics/beauty brands: Dove and L’Oréal), data from undergraduate students demonstrated that for an actual image brand (Dove), participants responded positively toward the ad framed with low-level construal terms, whereas they did not react differently to either the high- or low-level construal ads of an ideal brand (L’Oréal). Study 2 that replicated Study 1 to confirm the findings with a different product category (apparel: Gap vs. Gucci) among the general population sample also found consistent findings with Study 1.