Actual Dove versus ideal L��Or?al: Impact of self-related brand image on advertising persuasiveness
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim | - |
dc.contributor.author | D.H. | - |
dc.contributor.author | Sung | - |
dc.contributor.author | Y.H. | - |
dc.contributor.author | Um, Namhyun | - |
dc.contributor.author | N.-H. | - |
dc.date.available | 2021-03-17T08:01:01Z | - |
dc.date.created | 2021-02-26 | - |
dc.date.issued | 2019 | - |
dc.identifier.issn | 1352-7266 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/12798 | - |
dc.description.abstract | This study examines how self-related brand images impact the effectiveness of advertising messages framed by different construal levels. In Study 1 (cosmetics/beauty brands: Dove and L’Oréal), data from undergraduate students demonstrated that for an actual image brand (Dove), participants responded positively toward the ad framed with low-level construal terms, whereas they did not react differently to either the high- or low-level construal ads of an ideal brand (L’Oréal). Study 2 that replicated Study 1 to confirm the findings with a different product category (apparel: Gap vs. Gucci) among the general population sample also found consistent findings with Study 1. © 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group. | - |
dc.publisher | Routledge | - |
dc.title | Actual Dove versus ideal L��Or?al: Impact of self-related brand image on advertising persuasiveness | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Um, Namhyun | - |
dc.identifier.doi | 10.1080/13527266.2018.1561496 | - |
dc.identifier.scopusid | 2-s2.0-85060909906 | - |
dc.identifier.bibliographicCitation | Journal of Marketing Communications, v.25, no.5, pp.535 - 552 | - |
dc.relation.isPartOf | Journal of Marketing Communications | - |
dc.citation.title | Journal of Marketing Communications | - |
dc.citation.volume | 25 | - |
dc.citation.number | 5 | - |
dc.citation.startPage | 535 | - |
dc.citation.endPage | 552 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | abstract message | - |
dc.subject.keywordAuthor | brand image | - |
dc.subject.keywordAuthor | concrete message | - |
dc.subject.keywordAuthor | Construal level theory | - |
dc.subject.keywordAuthor | self-concept | - |
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