• Journal of Digital Convergence
• /
• v.12 no.3
• /
• pp.89-94
• /
• 2014

It empirically studied the effects of customer status, truth of messages, and involvement on loyalty when customer experience demotion in loyalty program. A scenario based 2(customer demotion: highest status customer/middle status customer) ${\times}$ 2(truth of messages: high/low) ${\times}$ 2(involvement: high/low) between-subjects factorial design experiments are conducted for the hypotheses. According to the result of ANCOVA, highest status customer's loyalty and middle status customer's loyalty decrease when they experience demotion. But middle status customer's loyalty less decreases than the highest status customer. Loyalty of the group who feel high truth of message less decreases than those of other groups. And loyalty of the low-involvement group's loyalty less decreases than those of other groups. Moreover it test three way interactions among customer status, truth of messages, and involvement. The result indicates that loyalty of the group who feel high truth of message and low-involvement less decreases than those of other groups.

• The Journal of the Korea Contents Association
• /
• v.21 no.1
• /
• pp.66-74
• /
• 2021

As femvertising has raised a great deal of attentions in Korea and abroad, femvertising which focuses on women's equality and empowerment has also brought much pubic attentions. Despite of much attentions, research on femvertising has been scarce. Thus, this study is designed to examine antecedents and consequences of attitude toward femvertising. For antecedents, this study proposes perceived congruence and perceived authenticity; as consequences, it proposes attitude toward brand, purchase intention, and e-word-of-mouth intention. A total of 278 college students participated in the study in return for course credits. Study results suggest that both perceived congruence and perceived authenticity are positively related to attitude toward advertising. In sum, when consumers perceive that femvertising messages are congruent with the company's brand image and the ad messages are authentic, positive attitude toward ads is likely to increase. Findings also suggest that attitude toward femvertising is positively related to attitude toward brand, purchase intention, and e-word-of-mouth-intention. In the last section of this paper, we discuss theoretical and practical implications..

• The Journal of the Convergence on Culture Technology
• /
• v.6 no.2
• /
• pp.251-256
• /
• 2020

Based on the development of SNS in Mobile and Internet, crisis management is regarded as an important issue that determines the rise and fall of businesses. This study aims to contribute to more efficient implementation of crisis management messages by examining the relationship between the strategy of crisis management communication and the level of specificity of the message. The study found that consumers evaluated the crisis-hit company's acceptance communication strategy to show a higher level of integrity, reliability and appropriateness than the defensive strategy. However, this main effect is mediated by the specificity (high specificity vs. low). Specifically, consumers' assessment of crisis management messages and information-seeking behavior were found to be most favorable when used in a mixture of acceptance strategies and high specificity. Conversely, the lowest effect was the combination of defense strategy and high specificity. Based on these results, the theoretical discussions is described for crisis management practitioners of enterprises and organizations.

• Archives of design research
• /
• v.14 no.3
• /
• pp.59-68
• /
• 2001

The design on magazine advertisement has been developed and investigated in various fields, but the matter of properties has been inattentive in advertisement. Therefore, this study is to clarify the role of advertisement properties and the application tendency of it through the case study of the magazines for woman in Korea, and to analyze the relationship among the characteristic of manufactured goods for advertising, visual effects, copy-writing and the advertisement properties. The results of the study are as follows ; 1 . It is important to choose the discriminative property compared to the competitive company and to consider the purpose of advertisement from the beginning of idea developing. 2. Leading the photo artist to the photo working corresponding to the purpose of advertisement is critical point in advertisement design process. 3. After the photographing, it should be investigated from the designer's point of view. The presentation strategies on the application of advertisement properties are as follows, ·Conform the subject of advertisement massage. ·Choose the advertisement properties considered the relationship between manufactured goods for advertising and properties. ·Consider the properties as the supporting tool in bringing manufactured goods for advertising into relief. The pertinent application of advertisement properties is able to attract public attention and to increase the worthy of advertisement. Therefore, the prudent trial and experiment on it is needed.