Abstract: In the era of digital intelligence, brand advertising has become increasingly vital for enterprises to compete for resources and market share. However, research on how brand advertising enhances consumer brand evaluations remains relatively underdeveloped. Few studies have deeply explored the matching effects, mediating mechanism and boundary conditions of spatial distance and brand image on consumers' brand evaluation in brand advertising. Drawing upon the Construal Level Theory, we examined the matching effect of spatial distance and brand image on consumer brand evaluation through three experimental studies. When brand advertising presents a proximal (vs. distal) spatial distance, competent (vs. warm) brands will enhance consumer brand evaluation, with mental imagery fluency playing a mediating role. Moreover, the need for cognition serves to moderate the matching effect between spatial distance and brand image. These findings not only extend the research on brand consumer behavior in the field of advertising and marketing, but also provide practical guidance for companies in designing advertising and brand communication strategies.

Key words: Brand Advertising, Spatial Distance, Brand Image, Mental Imagery Fluency, Need for Cognition

摘要： 数智化时代,品牌广告逐渐成为企业资源争夺和市场竞争的重要途径。然而有关品牌广告如何提升消费者品牌评价的研究仍较为薄弱,鲜有研究深入探讨品牌广告中空间距离与品牌形象对消费者品牌评价的影响机理。本文基于解释水平理论,通过三个实验分析空间距离与品牌形象对消费者品牌评价的匹配效应,以及这一效应发生的中介机制以及边界条件。结果表明:当品牌广告以近端(vs.远端)空间距离呈现时,能力型(vs.温暖型)品牌能使消费者产生更高的品牌评价,心理意象流畅性在其中发挥中介作用。同时,认知需求能够强化空间距离与品牌形象在匹配过程中的“分化效应”。研究结论不仅拓展了广告营销领域品牌消费行为的研究范围,还为企业改善品牌广告设计和品牌传播策略提供了实践指导。

关键词: 品牌广告, 空间距离, 品牌形象, 心理意象流畅性, 认知需求