How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim, D.H. | - |
dc.contributor.author | Sung, Y.H. | - |
dc.contributor.author | Lee, S.Y. | - |
dc.contributor.author | Yoo, C.Y. | - |
dc.date.accessioned | 2023-03-08T11:47:54Z | - |
dc.date.available | 2023-03-08T11:47:54Z | - |
dc.date.issued | 2021 | - |
dc.identifier.issn | 1470-7853 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/62640 | - |
dc.description.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. | - |
dc.format.extent | 20 | - |
dc.language | 영어 | - |
dc.language.iso | ENG | - |
dc.publisher | SAGE Publications Ltd | - |
dc.title | How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals | - |
dc.type | Article | - |
dc.identifier.doi | 10.1177/1470785320926803 | - |
dc.identifier.bibliographicCitation | International Journal of Market Research, v.63, no.4, pp 494 - 513 | - |
dc.description.isOpenAccess | N | - |
dc.identifier.scopusid | 2-s2.0-85111841774 | - |
dc.citation.endPage | 513 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 494 | - |
dc.citation.title | International Journal of Market Research | - |
dc.citation.volume | 63 | - |
dc.type.docType | Article | - |
dc.publisher.location | 영국 | - |
dc.subject.keywordAuthor | collectivism | - |
dc.subject.keywordAuthor | construal-level theory | - |
dc.subject.keywordAuthor | in-group orientations | - |
dc.subject.keywordAuthor | mediation analysis | - |
dc.subject.keywordAuthor | psychological distance | - |
dc.subject.keywordAuthor | self-brand connections | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
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