Theses and Dissertations

Date of Award

7-1-2026

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Marketing

First Advisor

Peter Magnusson

Second Advisor

Reto Felix

Third Advisor

Deniz Atik

Abstract

Marketers frequently rely on temporal framing, anchoring brand narratives in the past or future, to create meaning and shape consumer evaluations. However, little is known about when past- versus future-oriented frames are most effective. This dissertation advances the premise that the persuasive impact of temporal framing depends on a brand’s perceived globalness or localness. Specifically, I argue that past-oriented frames are more effective for local brands, while future-oriented frames resonate more with global brands.

Across four studies, I tested this framework using experimental, field, and implicit designs. Study 1 shows that temporal framing interacts with perceived brand globalness/localness to influence purchase intention. Study 2 used an Implicit Association Test to show that consumers automatically associate global brands with future cues and local brands with past cues. Study 3 identified processing fluency as the mechanism underlying the interaction between temporal framing and perceived brand globalness (localness). Study 4 extended these findings to a Facebook advertising context, where click-through rates served as the dependent measure.

These studies contribute to the international marketing literature by identifying global/local brand as a boundary condition for temporal message effectiveness and relative conceptual processing fluency as the underlying mechanism. The findings extend shifting standards theory by showing that consumers evaluate global and local brands differently under temporal framing. Managerially, the dissertation offers guidance for aligning temporal framing with brand globalness (localness) to improve consumer responses.

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Copyright 2026 Mustafa Ayobami Raji. All Rights Reserved. https://proquest.com/docview/3409129320

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