THE BRAND PREDILECTION THROUGH THEORY OF UNDERSTANDING LEVEL

The research paper tries to investigate the roles of brand biography and Ad metaphors in the effect of level of understanding of consumers' on the preference of brand. This research paper is written to know the major effects and the relational effect of level of understanding of consumers', biography of brand and Ad metaphor on preferences of brand. The outcome shows that, consumers with low level of construal are expected to produce better preferences of brand for products with no biography of brand than those with biography of brand. Consumers with elevated level of understanding are expected to produce better preferences of brand for products with biography of brand than those with no brand biography. Furthermore, consumers with small level of understanding are expected to create better brand preferences for brands with low allegorical advertisements than highly allegorical advertisements. Consumers with elevated level of understanding are expected to have better preferences of brand for products with highly allegorical advertisements than small allegorical advertisements. Moreover, when the ad is having low metaphorical, consumers with low level construal are expected to have better brand preferences for brands with no brand memoirs then with brands memoirs. In dissimilarity, when the advertisement is extremely figurative, consumers with small level of understanding are probably to create no disparity of preferences of brand for products with brand memoirs above those with no product memoirs. Although when the advertisement is small figurative, consumers with elevated level of understanding are probably to create no disparity in product memoirs for products with product memoirs above those with no product memoirs. Finally once the advertisement is extremely figurative, consumers with high level of understanding are expected to create better preferences of brand for products with product memoirs than individuals with no product memoirs.