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Extant research has been conducted on message framing as an advertising strategy for brand communication, but discoveries are inconclusive and even conflicting. The current study, integrating theories of self-construal, prospect, and involvement as well as knowledge structure, proposes the Message Framing for Brand Communication (MFBC) model. As empirical examination of the MFBC model proves, self-construal, consumer involvement, and product knowledge are the three consumer characteristics moderating the persuasiveness that message framing generates at the dimensions of advertising attitude, brand attitude, and purchase intention. Applying the comprehensive framework of the MFBC model, brand communicators may find it more possible to maximize the persuasive function of message framing.
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