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ISSN : 1229-8778
The purpose of this study is finding out the internal process of humor advertising and the relationship between pupillary response and advertising effect using the physiological index called pupillary response. We used an advertising types of comic wit which through the process of incongruity-resolution. To find out the process of incongruity-resolution, we divided the process into two steps. First step is incongruity step which has no clue about advertising message and second step is resolution step which has a clue about advertising message. The incongruity step and the resolution step were showed to participants in order. Also, we measured the pupillary response with the eye-tracker apparatus. When we analyzed our data, we divided the incongruity level which was divided into three parts (incongruity level is High, Middle and Low). The result showed that the process of incongruity-resolution occurred and three parts (incongruity level is High, Middle and Low) had different responses. When participants look at the advertising which has a clue, their pupil size bigger than when participants look at the advertising which has no clue. Also, the quantity of changes of pupil size varied as incongruity level. In addition to the quantity of changes of pupil size had an effect on advertising effect. Therefore, in this study, we suggested that the pupillary response to measure the effectiveness of humor advertising can be useful.
Recently, apartment companies uses advertising model to enhance brand image and consumer's brand preference. This Study focused on the congruency between ad model image and consumer's self concept in an effort to give suggestion about advertising model strategy establishment based on consumer's self concept. Although ad model image dominates advertising effect, little empirical work has been conducted on such study as considering the effect of the congruency between ad model image and self concept. Specifically, this study is to propose it's effect of self concept in apartment brand. It was conducted by the survey research. In this study, housewives living in Seoul and Taejeon were asked to answer a Questionnaire. Excluding non-appropriate 97 respondents, a total of 203 questionnaires were analyzed. The 12.0 Statistical program was used to conduct the average and frequency analysis, the t-test. The results of this study suggested that when there is a congruency between ad model image and consumer's self concept, consumers have more positive attitude toward the brand. And also ideal self concept is more effective than actual self concept in apartment brand. This study suggest that advertisers or ad practitioners must use the ad model strategies in apartment brand focused on consumer's ideal self concept. Considering our advertisement practice of casting celebrities for ad models, this suggestions is very important for a apartment brand strategy.
This study focuses on consumers' brand devotion, which presents the ultimate stage of consumer-brand relationships. The researcher aimed to investigate the antecedents of brand devotion, such as consumers' knowledge, perceived quality, and self-expressiveness of the brand, and their influences on the affectional and behavioral brand devotion. It was found that consumers' knowledge level about a brand has effects on his/her rational and emotional values on the brand, which sequentially influence affectional devotion, and hence behavioral devotion to the brand. It is expected that the findings of the research contribute to develop theories on brand loyalty and consumer-brand relationship, and to provide valuable implications to brand managers.
The purpose of this research is to develop an instrument that is able to measure Corporate Trust in a company; Corporate Trust is unilateral trust of customer in relationship with a company Corporate Trust that a company might be honest and have a capacity to conform a tacit and explicit duty. As a result of the research, 4 factors along with 17 items are determined (as follows); 4 factors are Customer Satisfaction and Service, Corporate Social Responsibility, Consumer Protection Policy and Management Capability. Customer Satisfaction and Service include 6 inquiries, Corporate Social Responsibility include 5 inquiries, Consumer Protection Policy include 4 inquiries, Management Capability include 4 inquiries.
The present study evaluated the predictions that different degrees of dissatisfaction produce different types of complaining behavior and the degree of satisfaction with complaint handling influences word-of-mouth and repurchase intention. In terms of the degree of dissatisfaction, public action complainer was most dissatisfied, private action complainer was less so, while no action complainer was the least. With respect to the degree of satisfaction with complaint handling, private action complainer was more satisfied than public action complainer. Moreover, for private action complainer with higher satisfaction, repurchase intention increased and negative word of mouth decreased. By contrast, for public action complainer even with satisfaction with complaint handling, this did not contribute to the increase in repurchase intention and reduction in negative word of mouth. Based on these results, it was concluded that a more effective strategy would be to target specifically complaint handling at private action complainer to increase repurchase intention and to reduce negative word of mouth.
The purpose of this study is to investigate actual components of corporate public relationship and is to examine the effect of the components on consumers' behavior intention. The empirical surveys were conducted with companies selected by tech-intensity of product. Exploratory factor analysis results for investigating of actual components of corporate public relationship show 6 components such as trust, social contribution, satisfaction, intimacy and familiarity, mutual relationship, and mutual control. Those results show also that company of high tech-intensity product is evaluated higher than company of low tech-intensity product as to components of social contribution and mutual relationship. This study is conducted regression analysis to examine how the components of corporate public relationship influence on consumers' behavior intention according to companies of tech-intensity product. Those results show that component of mutual control exerts the most effect on complaining intention of dissatisfaction and component of satisfaction exerts the most effect on accepting intention of price rise and maintaining intention of loyalty in regardless of companies of tech-intensity product. However, other significant components exert effect differently according to companies of tech-intensity product. The component of intimacy and familiarity exerts more effect comparatively on all consumers' behavior intention in case of company of low tech-intensity product. The component of social contribution and the component of trust influence exert more effect comparatively on all consumers' behavior intention in case of company of high tech-intensity product.
This article examined inconsistent usage of the term ‘image’ in reference to brand, corporate, and store images and the measurement problems that have prevented theory development. The study first traces the history of the term's ambiguous usage in marketing and advertising research, and presents classification systems for organizing post-1950s definitions into parsimonious groups. Next, it provided an overview of measurement problems related to the lack of nominal and operational definitions. It ended with a summary of where we are now and what needs to be done to advance theory development. One of the recent developments in consumer psychology is the growing emphasis on low-involvement consumer behavior. Under a variety of circumstances, consumers are neither capable nor motivated to elaborate product information. It is assumed that, under these circumstances, they are likely to make use of product or brand images. This concept is frequently referred to in the marketing research literature. However, image is not an unequivocal concept. There is lack of agreement on what constitutes an image, on the possible psychological functions of images, on the conditions under which these psychological functions are addressed, and on how an image should be operationalized. In this article, an attempt is made to propose an conceptualization and operationalization that is based on an integration of the literature. Also, a specification is provided of the psychological functions that images may have under particular marketing communication conditions