Investigating how the message framing strategy impacts brand marketing

The current study, integrating relevant concepts derived from self-regulatory focus, prospect/involvement and knowledge structure theories, proposes a conceptual framework that depicts how the message framing strategy of advertising may have an impact on the persuasiveness of brand marketing. As empirical examination of the framework shows, the consumer characteristics of self-construal, consumer involvement, and product knowledge are three key antecedents of the persuasiveness that message framing generates at the dimensions of advertising attitude, brand attitude, and purchase intention. Besides, significant interaction exists among these three variables. Implications of the research findings, both for academics and practitioners, are discussed.