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ISSN : 1738-3110

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Vol.15 No.10

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Roles of Power State and Message Types on Restaurant Store Brand Attitude

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2017, v.15 no.10, pp.5-14
https://doi.org/https://doi.org/10.15722/jds.15.10.201710.5
Choi, Nak-Hwan
Dhakal, Anisha
Choi,, N. , & Dhakal,, A. (2017). Roles of Power State and Message Types on Restaurant Store Brand Attitude. The Journal of Distribution Science, 15(10), 5-14, https://doi.org/https://doi.org/10.15722/jds.15.10.201710.5

Abstract

Purpose - This research aims to find the moderation roles of power states in the effects of four message types (competence self-referencing, competence self-defining, warmth self-referencing, warmth self-defining) on brand attitude. Research design, data, and methodology - A restaurant brand was used as an experimental object, and 4(message types: warmth self-defining message, warmth self-referencing message, competence self-defining message, competence self-referencing message) × 2(power: high power and low power) between-subjects design was employed. Through on-line survey in Nepal, we collected a total of 240 individuals composed of eight experimental groups with 30 members in Nepal. Results - Consumers under low power state formed more positive brand attitude at the warmth self-defining message than any other types of message, while under high power condition, there are neither the attitude differences between competence self-referencing message and competence self-defining message, nor those between competence self-referencing message and warm self-defining message. The significant attitude differences showed between competence self-referencing message and warmth self-referencing message. Conclusions - This study contributes to the advertising theory development. Restaurant store marketers should deliver warmth self-defining message rather than the other three types of message to consumers under low power state, and they should not deliver warmth self-referencing message to consumers under high power state.

keywords
Power State, Identity-Based Message Type, Restaurant Store Brand Attitude

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