Consumers can be provided with information in either an attribute- or an alternative-based way. We consider the literature on information presentation through the theoretical lenses of the Construal Level Theory. We propose and find that providing product-related information in an attribute-...

Purpose: This paper aims to investigate whether and how the inclusion of the year of establishment (YOE) in the brand logotype affects consumers’ perceptions of brand heritage and attitudes toward the brand. Design/methodology/approach: Two studies are conducted, one on 12 service brands...