National Identity Activation in Discrete Contexts and Consumer Response to Patriotic Ads in South Korea
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 유진영 | - |
dc.contributor.author | 최동원 | - |
dc.contributor.author | 방혜진 | - |
dc.date.available | 2020-03-03T06:44:32Z | - |
dc.date.created | 2020-02-24 | - |
dc.date.issued | 2020-01 | - |
dc.identifier.issn | 1229-7798 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/17704 | - |
dc.description.abstract | This study aims to explore how discrete contexts of activating national identity influence Korean consumers’ responses to patriotism-themed ads. Specifically, this study proposes that (1) national identity activation will influence Korean consumers in responding to patriotism-themed ads; and (2) positive versus negative context of activating national identity would have different impacts on consumer responses to patriotism-themed ads. Findings from this study suggest that while both positive and negative context of activating national identity improve consumer evaluation of ads with a patriotic theme, such an effect was significantly stronger in the positive context. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | 한국마케팅관리학회 | - |
dc.relation.isPartOf | 마케팅관리연구 | - |
dc.title | National Identity Activation in Discrete Contexts and Consumer Response to Patriotic Ads in South Korea | - |
dc.title.alternative | National Identity Activation in Discrete Contexts and Consumer Response to Patriotic Ads in South Korea | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.description.journalClass | 2 | - |
dc.identifier.doi | 10.37202/KMMR.2020.25.1.39 | - |
dc.identifier.bibliographicCitation | 마케팅관리연구, v.25, no.1, pp.39 - 60 | - |
dc.identifier.kciid | ART002555268 | - |
dc.description.isOpenAccess | N | - |
dc.citation.endPage | 60 | - |
dc.citation.startPage | 39 | - |
dc.citation.title | 마케팅관리연구 | - |
dc.citation.volume | 25 | - |
dc.citation.number | 1 | - |
dc.contributor.affiliatedAuthor | 유진영 | - |
dc.subject.keywordAuthor | Patriotic advertising | - |
dc.subject.keywordAuthor | national identity | - |
dc.subject.keywordAuthor | identity activation | - |
dc.subject.keywordAuthor | BIRGing | - |
dc.subject.keywordAuthor | BIRFing | - |
dc.description.journalRegisteredClass | kci | - |
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