The Research On The Influence Of The Match Between Brand Role And Vertical Spatial Position On Brand Evaluation In Print Advertisement

This study focuses on the initial stage of the brand social role positioning,and discuss the question:In the marketing process of brand anthropomorphism,when facing two different types of brand roles,"leader" and "servant",how marketers should carry out spatial layout and background design for different brand role types in print advertisement so as to effectively improve consumers’ brand evaluation.Therefore,this study designes two experiments:Experiment 1 mainly investigates the spatial match between brand role(leader vs.servant)and vertical spatial position(above vs.below)on consumers’ brand evaluation,and examines the mediating effect of information processing fluency.Experiment 2 mainly investigates the moderating effect of advertisement background orientation(vertical vs.horizontal)on the spatial matching effect,in order to explore the applicable scope and boundary conditions of the spatial matching effect.Experimental results show that:(1)In the print advertisement of a new brand,there is a significant interaction between brand role and vertical spatial position on brand evaluation.When the brand role is positioned as a "leader",consumers evaluate it more positively if the image of the brand is located above the image of the customer.However,when the brand role is positioned as a "servant",consumers evaluate it more positively if the image of the brand is located below the image of the customer.(2)Information processing fluency mediates the interaction of brand role and vertical spatial position on brand evaluation.(3)Advertisement background orientation does not play a moderating role in the interaction of brand role and vertical spatial position on brand evaluation,in other words,no matter the advertisement background orientation is vertical or horizontal,the spatial match between brand role and vertical spatial position can all improve brand evaluation.In conclusion,the findings of this study provide valuable strategic references for brand marketing practice.When companies adopt the marketing mode of brand anthropomorphism,marketers should carry out reasonable spatial layout in advertisement design according to the type of social role the brand promotes,so as to improve consumers’ brand evaluation.