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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국유통과학회 Asian Journal of Business Environment The East Asian Journal of Business Management 제8권 제3호
- 발행연도
- 2018.7
- 수록면
- 33 - 41 (9page)
이용수
초록· 키워드
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Purpose - This study focused on the attitude differences towards harmony-focused Ad and uniqueness-focused Ad, also those towards brand advertised in each of the two type Ads between self-construals.
Research design, data, and methodology - Main survey was conducted online with the people in China, and collected 107 data through harmony Ad questionnaire and 109 data through uniqueness Ad questionnaire. Anova and t-test were used to verify hypotheses.
Results - First, More positive attitude towards harmony-focused Ad and the brand in it there was at interdependent Chinese consumers than at independent Chinese consumers. Second, the independent Chinese consumers and the interdependent Chinese consumers did not form significant attitude difference towards uniqueness-focused Ad. However the independent Chinese consumers showed more positive attitude towards the brand in the uniqueness-focused Ad than the interdependent Chinese consumers.
Conclusions - By highlighting the attributes of Chinese consumers' self-construal, to appeal to interdependent Chinese consumers, marketers should develop harmony-focused advertisement, and they should appeal to independent Chinese consumers by using uniqueness-focused advertisement. However the harmony might be pursued as the main content in the overall environment by Chinese people. Therefore it is necessary for the marketers to consider the harmony even when appealing them by emphasizing the uniqueness.
목차
등록된 정보가 없습니다.
참고문헌 (47)
참고문헌 신청
Aaker, J. / 1997 / Dimensions of brand personality / Journal of Marketing Research 34(3):347~357
Bechara, A. / 2005 / The somatic marker hypothesis : A neural theory of economic decision / Games and Economic Behavior 52(2):336~372
Belk, R. W. / 1982 / Developmental recognition of consumption symbolism / Journal of Consumer Research 9(1):4~17
Bhattacharjee, A. / 2014 / When Identity Marketing Backfires : Consumer Agency in Identity Expression / Journal of Consumer Research 41(2):294~309
Bhawuk, D. P. / 2001 / Evolution of culture assimilators : Toward theory-based assimilators / International Journal of Intercultural Relations 25(2):141~163
Bechara, A. / 2005 / The somatic marker hypothesis : A neural theory of economic decision / Games and Economic Behavior 52(2):336~372
Belk, R. W. / 1982 / Developmental recognition of consumption symbolism / Journal of Consumer Research 9(1):4~17
Bhattacharjee, A. / 2014 / When Identity Marketing Backfires : Consumer Agency in Identity Expression / Journal of Consumer Research 41(2):294~309
Bhawuk, D. P. / 2001 / Evolution of culture assimilators : Toward theory-based assimilators / International Journal of Intercultural Relations 25(2):141~163
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