Science of Emotion and Sensibility (감성과학)
- Volume 16 Issue 1
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- Pages.11-28
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- 2013
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- 1226-8593(pISSN)
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- 2383-613X(eISSN)
Interactive Roles of Local versus Global Primed Identity and Advertisement Framing on Brand Evaluation
브랜드평가에 대한 아이덴티티의 점화와 광고프레임의 상호작용효과
- Choi, Nak Hwan (Department of Business Administration, Chonbuk National University) ;
- Liu, Cong (Department of Business Administration, Chonbuk National University)
- Received : 2012.12.12
- Accepted : 2013.01.23
- Published : 2013.03.30
Abstract
This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a
Keywords
- Brand Evaluation;
- Gain-framed Advertisement;
- Global Identity;
- Local Identity;
- Loss-framed Advertisement;
- Pattern Activation