• Title, Summary, Keyword: 광고 모델 국적

Search Result 5, Processing Time 0.05 seconds

The Effects of Model Nationalities, Message Types, New Product Types and Cultural Distances on Consumer Attitudes toward the Ads and Products (광고 모델의 국적과 메시지 및 신제품 유형, 문화적 거리감이 광고 및 제품 태도에 미치는 영향)

  • Park, Hyun Jung;Du, Ye Ning
    • The Journal of the Korea Contents Association
    • /
    • v.18 no.6
    • /
    • pp.283-293
    • /
    • 2018
  • The purpose of this study is to examine the effects of psychological distances on the consumer attitudes related to new product advertising based on the construal level theory. In particular, this study intends to test the interaction effects among models' nationalities, the newness of new products and message types on the Chinese consumer attitudes toward the advertisements or products. Perceived cultural distances were also considered to have moderating role on the interaction effects. The results indicated that the fits of psychological distances led more positive attitudes. Consumers showed more positive attitudes toward abstract(vs concrete) advertising with foreign models. In the domestic model advertising, consumer attitudes were enhanced when concrete(vs abstract) messages were provided. The findings also demonstrate that the influences could be different according to perceived cultural distances.

A Study on the Moderating Effect of Nationality of Advertising Models for Masstige Brands: Based on Construal Level Theory (매스티지 브랜드 광고모델 국적의 조절효과에 대한 연구: 해석수준이론을 중심으로)

  • Chen, Zhenkun;Bang, Jounghae;Kim, Min Sun
    • Journal of the Korea Academia-Industrial cooperation Society
    • /
    • v.22 no.2
    • /
    • pp.362-367
    • /
    • 2021
  • This study investigated the effects of brand awareness and perceived price fairness on the purchase intention of masstige brands and the moderating effect of country of advertising (Korea or China) for the Chinese tourists visiting Korea. Along with the luxury image and the reasonable price range of masstige brands, the effect of Korean models matching with the country of masstige brand and Chinese models for Chinese visitors was examined based on the construal level theory. To test the hypotheses, a 2 (brand awareness H/L)×2 (perceived price fairness)×2 (country of model) factorial design was employed. As a result, brand awareness and price fairness perception were found to have positive effects on the purchase intention of masstige brands, and the moderating effect of the country of advertising models was also significant. With Korean models, the effects of brand awareness and price fairness perception on the purchase intention of masstige brands were higher than with Chinese models. This study sheds light on the fact that for Chinese tourists, Korean advertising models are more effective even with the specific signal like price when they perceive psychological distance.

Revisiting Effects of Endorsers' Race on Attitudes Toward Ad and Brand (광고 모델의 인종이 광고와 브랜드 태도형성에 미치는 영향에 대한 고찰)

  • Lee, Eunsun;Kim, Yeo Jung;Ahn, Jungsun
    • The Journal of the Korea Contents Association
    • /
    • v.14 no.8
    • /
    • pp.110-121
    • /
    • 2014
  • As the Korean market is becoming increasingly diverse, it is imperative that marketers targeting the Korean market understand the consumers with various racial and cultural backgrounds. The current study investigated the effects of the endorser race (White vs. Black) on the attitudes toward the ad and brand while varying the experimental context (private vs. public) and product type (high involvement-rational vs. low involvement-emotional) with White participants. Impression management was included as a covariate. The results showed that when the endorser was White and the product was an automobile, participants indicated more positive attitudes toward the ad in the private context than in the public context. When the endorser was Black, the context had no significant effects on the attitudes. The implications of these findings for the Korean market are discussed.

Factors Affecting the Purchase Intention of Mobile Advertising : Focusing on the Comparison between Korea and Russia (모바일 광고특성이 구매의도에 미치는 영향: 한국과 러시아를 중심으로)

  • Kim, Seung-Gweon;Yoon, Jong-Soo
    • Journal of the Korea Society of Computer and Information
    • /
    • v.19 no.11
    • /
    • pp.183-192
    • /
    • 2014
  • With the rapid mobile phones and global diffusion of mobile marketing it is very important to understand cross-national consumer attitude and behavioral intentions toward mobile marketing as a promotional channel. Some areas of mobile advertising still need more investigation. Especially, the topic about consumer attitude toward mobile advertising has been received a considerable amount of attention. Based on the Technology Acceptance Model (TAM), this study investigates the relationship between characteristic of mobile advertising and purchase intention toward mobile advertising, and analyzes moderating effect of country type. The result of this study could help researchers and practitioners to understand which factors should be managed to increase the effectiveness of mobile advertising.

Preference Tendency to Western Images through Advertising Pictures (광고를 통해 본 여대생의 서구 이미지 선호경향)

  • Lim Jin-Young;Na Young-Joo
    • Science of Emotion and Sensibility
    • /
    • v.7 no.4
    • /
    • pp.1-6
    • /
    • 2004
  • The purpose of this study was to investigate the female college students' preferences to the images of both western and eastern pictures, and positive/negative perception on to the model's nationality in the apparel advertizing pictures of fashion magazines. 100 students participated in the survey, and 20 stimulus pictures were shown to them. The results were as follows: The female college students preferred the western images than the eastern images in the pictures of bedroom, palace and beer, while they preferred the eastern images in the pictures of snack and famous drawings of a beauty. But they showed more positive attitude to all the western models' advertizement pictures than the eastern models' ones, in casual wear, formal wear, watches and inner-wear divisions except in men's formal wear division. This meant that the perception of female students on western images was positive and it seems stimulating the consumers preferences of brand images.

  • PDF