PT  - JOURNAL ARTICLE
AU  - Shu-Pei Tsai
TI  - Message Framing Strategy for Brand Communication
AID  - 10.2501/S0021849907070377
DP  - 2007 Sep 01
TA  - Journal of Advertising Research
PG  - 364--377
VI  - 47
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/47/3/364.short
4100  - http://www.journalofadvertisingresearch.com/content/47/3/364.full
SO  - J Advert Res2007 Sep 01; 47
AB  - 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.