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ISSN : 1229-8778
The purpose of this study was an empirical analysis and comparison concerning effectiveness of the advertisements and the attitudes toward non-exclusive and exclusive celebrity endorsers. The findings of this study revealed that the efficacy of the commercials subject to the frequency of the appearance of the celebrity did have statistically significant impacts on the factors of the effects of the commercials such as the attitude toward the commercials and the attitude toward the brand, except for the purchase intention. The findings of this research offered researchers a unique view of this field and some directions for future study. Based on these findings, this study suggested several implications for celebrity endorser in advertising.
The purpose of this study is to investigate the effect of the brand attitudes and purchase intention of manufacturer by a priori brand attitudes for retailer and product involvement in vertical cooperative advertising. Previous researches about vertical cooperative advertising had focused on the effects that would take from more than one brand exposure. and previous research about variables related with consumer had been not properly made out. But this research focused on the consumer related variables among which can affect on advertising effects. We tried to find out the effect of various variables such as consumers' a priori brand attitudes for retailer and the product involvement. We designed 2(The priori brand attitude for retailer positive/ negative) x 2(high involvement / low involvement) sample groups and measured the brand attitude for manufacturer, purchase intention by brand attitudes for retailer in each sample group. furthermore we checked the differences between them by the degree of involvements. Based on answers from total 228 persons, we identified that the previous brand attitude for retailer influences the brand attitude for manufacturer. And we could see the gap between the brand attitude for manufacturer and purchase intention by involvement. This shows significant differences in brand attitudes and purchase intentions in case more involved products than low involved products. And we discussed strategic directions for the manufacturer who want to do vertical cooperative advertising based on these results.
From the satisfaction model, research on service marketing has proposed positive effects of the perceived quality on customer loyalty and retentions. Based on the shift from transactional marketing to customer-centered marketing paradigm, recent studies have examined the role of relationship quality constructs to grasp strategies of customer relationship management. This study aims to examine the usage of mobile telecommunication services in Korea using discriminant analytic approach through various constructs of service quality, relationship quality, and technology acceptance. We assume that actual usage of mobile telecommunication services can be strongly predicted by qualities of service and customer relationship as well as by perceptual factors of the technological usage. Using data collected from Korean users of mobile telecommunication services, research questions receive support in that our constructs can increase the classification of customers either by service reliability or relationship quality with customers contingent on different user groups of telecommunication firms. Results also suggest that subjective norm is an effective predictor in classifying right customers of Korean telecommunication companies. Implications to the service and customer management are discussed along with practical suggestions to managers that are responsible for customer services.
Two experiments were conducted to examine whether consumers' perceptional changes about the category and the typicality of both new and existing products are made when some linguistic categorical cues are presented to a new digital convergence product and to find out if the perceived product innovation and the perceived product risk on the new digital convergence product, introduced by some linguistic categorical cues, are moderated by consumers' prior knowledge or typicality of digital products. The results showed that consumers depend their perceiving the category of the new digital convergence product on the linguistic categorical cues presented and consumers highly feel the product typicality in new product category condition while they perceive low the product typicality in existing product categories condition. Also the perceived product innovation become higher if consumers' prior knowledge on new product categories is high or their prior knowledge on existing product categories is low. and consumers' perceived product risk depends on the typicality level that a product has in the category of products. although new product categories, it is revealed that consumers' perceived product risk become lower when consumers highly realize product typicality.
This study reevaluated the issues that have been controversial about the effects of between-program advertising in TV. Although various pros and cons about the permission of between-program advertising across constituent members have been provided, each constituent member has incorporated each organization’s perspective. Also, those pros and cons are based on several premises from a suppliers’ perspective. Thus, this study reinterpreted the effects of between-program advertising from a perspective based on market economy and advertisers’ purchase behavior and provided reevaluations on basic premises accordingly. First, this study insists that the introduction of between-program advertising does not guarantee the increase of broadcasters’ advertising revenue, because the advertisers’ purchases of TV advertising depend on cost efficiency of the program. Thus, the introduction of between-program advertising needs to be evaluated according to the cost efficiency rather than revenue increase. Second, negative effects(potential increase of suggestive and violent programs resulting from program production accounting audience rating) of between-program advertising should be discussed from a perspective of cause and effect relationship. Third, the issues about the restriction of audiences’ program selection right need to be reevaluated according to the environmental changes from new media era and from a audience satisfaction perspective. Overall, we suggest that the introduction of between-program advertising can provide positive effects to advertising industry and the problems can be minimized. Thus, this study suggests that the discussions about the concrete scheme for the introduction of between-program advertising need to be developed more openly and actively.
This study was performed to investigate the role of temporal distance and attribute type in moderating the effect of comparative advertising on product attitude and purchase intention. For this purpose, the study employed a 2 (temporal distance) X 2 (attribute type) X 2 (ad type) between subjects design. Results indicate that, for product attitude, there was no interaction between attribute type and ad type in both near and far distance conditions. However, purchase intention of the product in comparative ad was higher than that in non-comparative ad when temporal distance is near and attribute type is non-purposive and both purchase intentions were not different when temporal distance is near and attribute type is purposive. In contrast, there was no interaction effect between attribute type and ad type for purchase intention when temporal distance is far. This study also examined which type of attributes should be presented in comparative ads in order to induce better product attribute and purchase intention when temporal distance is considered. Results show that, when temporal distance is near, the comparative ad of non-purposive attributes induces better product attribute and purchase intention than that of purposive attributes. However, when temporal distance is far, two comparative ads did not make a difference. Implications of the findings are discussed in relation to the need for further research on the effect of comparative advertising.
People engage in consumption behavior to present their social image positively. This study examined influences of self-construals on appearance-related consumption behavior and mediating roles of self- presentations between the two variables whether interpersonal contexts emphasize appearance concerns or not. Two hundred seventy three students have read this scenarios and responded given questions. Results showed that in appearance concern emphasis condition, self-construals did not influence on purchase intention toward products and services for appearance management directly but indirectly through acquisitive self-presentation. On the other hand, in appearance concern de-emphasis condition, self- construals influenced indirectly through acquisitive and protective self-presentation on purchase intention as well as directly. However, in analyzing indirect effect, main mediating route was protective self-presentation in relationship between self-construals and appearance-related consumption behavior of de-emphasis condition. In conclusion, self- presentation motivations mediating relationship between self-construals and appearance-related consumption behaviors differ cross conditions. On the whole the study showed psychological mechanism that self-construals of interpersonal related individual difference variable induces appearance-related consumption behavior by activating different self-presentational motivation across different appearance emphasis condition. Theoretical and practical implications are discussed based on the results.
The purpose of this study is to examine the psychological meaning of product design. Consumers' subjective experiences were collected by qualitative methods such as in-depth interviews. Analyzing their verbal protocol and classifying them through interpretive analysis showed that the product design has an aesthetic meaning as well as various psychological and social meanings to consumers. The results show four aspects of the design: functional meaning, aesthetic meaning, psychological meaning, and social meaning. First, consumers focus on products depending on the design which forms the first impression. Using the information derived from the design of the product, consumers presume the contents and quality of the product. Second, they enjoy looking at the design itself and tend to possess and appreciate it like other artworks. Third, the design forms the identification of the consumer whom owns the product. Consuming product designs is a way to express one's thoughts. It also provides psychological stability similar to which generated by social intercourse. Last, the design is a way to express one's self image to the society. It helps form sympathy among the people who lives the same age. Owning a product with great design can make that person socially superior then others. This study has extended the domain of consumer psychology by examining the depth of consumer experience which concerns product designs. Also, designers and marketers will be able to apply the results of this study.