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Full-Text Articles in Business
Scripting The Meaning: The Influence Of Brand Name Script On Brand Meaning And Brand Attitude, Olga Roshchupkina, Gi-Du Kang
Scripting The Meaning: The Influence Of Brand Name Script On Brand Meaning And Brand Attitude, Olga Roshchupkina, Gi-Du Kang
Asia Marketing Journal
The present study examines the role of the script used for the graphical representation of a brand name in creating brand meaning. The study results demonstrate that each script contributes to forming different aspects of the brand meaning in multi-script environments. However, the process of meaning transfer is also influenced by the context of the product category, which can impact some of the aspects of meaning related to norms and familiarity. Furthermore, the study indicates that if the brand meaning aligns with the product category schema, it positively impacts brand attitude. This study adds to the branding literature by introducing …
The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim
The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim
Asia Marketing Journal
Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating …
소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향, Kwang Ho Ahn, Jae Hwan Lee
소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향, Kwang Ho Ahn, Jae Hwan Lee
Asia Marketing Journal
This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer`s attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers` need satisfaction and star traits as major causal factors that influence consumer`s attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the …
컬러 불일치가 브랜드 태도에 미치는 영향, Sang Eun Lee, Sang Yong Kim
컬러 불일치가 브랜드 태도에 미치는 영향, Sang Eun Lee, Sang Yong Kim
Asia Marketing Journal
In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of `brand-consumer` has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of …