How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals
- Authors
- Kim, D.H.; Sung, Y.H.; Lee, S.Y.; Yoo, C.Y.
- Issue Date
- 2021
- Publisher
- SAGE Publications Ltd
- Keywords
- collectivism; construal-level theory; in-group orientations; mediation analysis; psychological distance; self-brand connections
- Citation
- International Journal of Market Research, v.63, no.4, pp 494 - 513
- Pages
- 20
- Journal Title
- International Journal of Market Research
- Volume
- 63
- Number
- 4
- Start Page
- 494
- End Page
- 513
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/62640
- DOI
- 10.1177/1470785320926803
- ISSN
- 1470-7853
- Abstract
- This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs. © The Author(s) 2020.
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Collections - College of Business & Economics > Department of Advertising and Public Relations > 1. Journal Articles
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