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ISSN : 1229-8778
The purpose of this study is to, firstly, examine how the negative information of the partner brand that has not been managed in detail in a membership card situation, affects the leading brand, secondly, evaluate which of the two different types of negative information, the information related to the basic attribute or the information related to the peripheral attribute, affects the membership card situation more greatly, and thirdly, examine the controllability of regulating effect of the negative information in connection with the effect of the partner brand from the negative information. Looking at the study results, the leading brand’s attitude has been changed more negatively by the partner brand’s negative information. More specifically, after studying the affect of the changes in the attitude of the leading brand by dividing the partner brand’s negative information into two different types, the leading brand was evaluated more negatively by the basic attribute than the peripheral attribute. Also, after studying the controllability of regulating effect of the leading brand’s negative information, in relation to the effect of the leading brand’s attitude by the type of the partner brand’s negative information, there were two different cases. One, the leading brand stop cooperating with the partner brand and two, the leading brand carrying on cooperating with the partner brand. In the case of one, where the leading brand decides to stop cooperating with the partner brand, the basic attribute affects more negatively and in the case of two, where the leading brand decides that they cannot stop cooperating with the partner brand, there is a small influence on the leading brand no matter the type of the negative information.
This study investigated the effects of consistency and distinction attribution of corporate's cause-related behavior on attitude toward corporate. Particularly, We examined that corporate's attitude would be differ from attribution types that are considered as either consistency or distinction on corporate cause-related behavior by consumer. Also, We consider that the change of attitude toward corporate would be differently caused by favorable of unfavorable prior attitude on corporate. To test that hypothesis, an experiment conducted in a 2×2 factorial design. In experiment, subjects were asked to respond the items that measured prior attitude, and then they read the fictional scripts about corporate cause-related behavior divided by both consistency and distinctive. Finally, We measured subject's attitude toward corporate. The results of empirical testing are follows. It appeared that corporate's cause-related behavior performed to be distinctively others is more favorable by subjects. In each groups, a group that has favorable prior attitude to corporate had main effects' distinctive attribution and interaction effects but, the other group(unfavorable prior attitude to corporate) appeared to only distinctive attribution effect on corporate cause-related behavior.
This study investigated the effects of consistency and distinction attribution of corporate's cause-related behavior on attitude toward corporate. Particularly, We examined that corporate's attitude would be differ from attribution types that are considered as either consistency or distinction on corporate cause-related behavior by consumer. Also, We consider that the change of attitude toward corporate would be differently caused by favorable of unfavorable prior attitude on corporate. To test that hypothesis, an experiment conducted in a 2×2 factorial design. In experiment, subjects were asked to respond the items that measured prior attitude, and then they read the fictional scripts about corporate cause-related behavior divided by both consistency and distinctive. Finally, We measured subject's attitude toward corporate. The results of empirical testing are follows. It appeared that corporate's cause-related behavior performed to be distinctively others is more favorable by subjects. In each groups, a group that has favorable prior attitude to corporate had main effects' distinctive attribution and interaction effects but, the other group(unfavorable prior attitude to corporate) appeared to only distinctive attribution effect on corporate cause-related behavior.
This study is exploring the possibility of application with brand personification for the tourism area. This study applied the concept of brand personification to a famous destination, JeJudo. Additionally, it was purposed to identify the validity of a recently suggested variable, IAP(inferred brand's attitude to the consumer behavior). The data analysis results from some university students sample showed two important facts. First, the concept and measurement scale of brand personification, i.e., personification of destination, is valid and meaningful. Second, the variable, IAp(Lee et al., 2004) was not useful for the structural model. Futhermore, the fact was identified that the past experience to the destination was moderating between the personification and post attitude. In conclusion, the implication and limitation of the study were discussed.
Web blog background music and call connection tone are differentiates from other music consumption behavior because of these kinds of music are for 'adornment' to show others instead of for appreciation. These aspects of music consumption trend imply change of not only music consumption style but music consumption motivation. Purpose of this study is to analysis of new music consumption trend of digital age in focus group interviews. The results of our FGIs show that, for last several years, music CD or tape consumption is decreased and illegal MP3 file use is popularized. Nevertheless there were reductions of expenses for music appreciation, most of respondents spend money for 'adornment' music generously.
This research investigated the effects of consumer's need for uniqueness(CNFU) on consumer behavior. We focused especially on interaction effects among CNFU, purposes of purchase(for self-use/for gift), and product style(unique/ordinary). Dependant variables were preference, purchase intention and price sensitivity for products. The experimental design was three mixed factorial design of CNFU level(high/low)*purchase purpose(self/gift)*product style(unique/ordinary). Subjects were consisted of 105 male and 135 female undergraduates an University. Experimental products which were used as unique or ordinary style for male and female subjects were selected during pre-test. The results are as follow. 1. In case of unique product purchase condition, high-CNFU group showed higher preference and higher purchase intention than low-CNFU group. In contrast, there were no such differences in case of ordinary product purchase condition. 2. 3-way interaction effects among CNFU, product style, and purchase purpose on preference and intention were significant in female subjects group. In the analysis of simple 2-way interaction between product style and purchase intention, the significant effect was revealed only in the low-CNFU group. 3. For price sensitivity, there were any significant effects of independent variables except the main effect of product style on price sensitivity. We discussed the implications of the results, stressed the usefulness of CNFU for consumer research, and suggested future research directions.
Consumer set eyes on pictorial elements before everything else in print ads. Pictures are used in advertisement to convey advertising objectives or concept. Nevertheless pictures in consumer research have been used to provide accompanying tools for the attribute information discussed in the verbal copy of the print ad. The current study has attempted to examine the effect of pictorial presentation-style and presence(or absence) of concrete verbal copy on memory in print ads. The pictorial presentation-style represented two levels(high vs. low) of the verbal interpretability of the picture(i. e. the value of verbal interpretation of picture). The results showed the main effect of pictorial presentation-style. But the main effect of presence(or absence) of concrete verbal copy and the interaction effect between pictorial presentation-style and presence of verbal copy were not significant. Implications of these finding were discussed.