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ISSN : 1229-8778
The previous researches for product symbolism has been dealt with product image and symbolic meaning which is decoded by consumer after purchasing. So, there is not enough to study for how product symbolism is built in the perspective of process. Therefore, this study intent to identify the constructs that influence product symbolism and to test empirically the existence of causal relationships among the five constructs( advertising expression, product familiarity, brand familiarity, product characteristics, and product symbolism) in the perspective of process. At first, researchers hypotheses about the effect of advertising expression on product symbolism directly. Also, researchers hypotheses about the relationships between advertising expression and product symbolism passed through product familiarity, brand familiarity and product characteristics indirectly. Second, we are especially developed covariance structure model considering the constructs which influence product symbolism. Third, A field survey is undertaken through questionnaire sampling a population of junior, high school and university students. The items selected for empirical analysis are two brands of jeans. The result of Analysis, the direct relationship between advertising expression and product symbolism is verified significantly. Also, the indirect relationship is verified significantly. The results of study provide for company's advertising executives the strategic implication in advertising strategy.
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