Browse > Article
http://dx.doi.org/10.7233/jksc.2017.67.2.001

The Effect of Consumer Global-Mindedness and Global Fashion Brand Out-Of-Home Advertising on Brand Evaluation  

Kim, Ah Young (Dept. of Fashion Design, Sungkyunkwan University)
Hwang, Sun Jun (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of the Korean Society of Costume / v.67, no.2, 2017 , pp. 1-16 More about this Journal
Abstract
This study was conducted to investigate how consumer global-mindedness affects global fashion out-of-home (OOH) advertising which global consumer culture positioning applies, and to examine the relations among global fashion brand OOH advertising, perceived fashion brand globalness, perceived quality and brand reputation. Data were collected from 238 general people in 20~30s in seoul and were analyzed by using statistic methods such as frequency analysis, reliability analysis, confirmatory factor analysis and structural d modelling by running both SPSS 18.0 and AMOS 7.0 program. The results of this study were as follows. First of all, it indicated that the fit indexes were satisfied and the overall model of this study showed a favorable goodness of it from the results of confirmatory analysis. Secondly, consumer global-mindedness had a positive impact on preference towards global fashion OOH advertising. Finally, preference towards global fashion brand OOH advertising positively affected perceived fashion brand globalness, perceived quality and fashion brand reputation. The results implies that it is necessary that fashion brands fully understand consumers' tendency and the benefits of marketing can be maximized through global positioning OOH advertising on subways which makes consumers recognize fashion brands as global ones.
Keywords
brand globalness; consumer global-mindedness; fashion brand evaluation; fashion out-of-home advertising; global consumer culture positioning; preference towards advertising;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Punyatoya, P. (2013). Consumer evaluation of brand extension for global and local brands: the moderating role of product similarity, Journal of International Consumer Marketing, 25(3), 198-215.   DOI
2 Park, H. & Jun, J. W. (2013). Media and Advertising Effects of Digital Signage: A Focus on Consumers Psychological Tendency and Media Locations, Journal of outdoor advertising research, 10(2), 105-133.
3 Roux, T., Waldt, D. R., & Ehlers, L.(2013). A classification framework for out-of-home advertising media in south Africa, Communication -Pretoria-, 39(3), 383-401.
4 Steenkamp, J. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value, Journal of International Business Studies, 34(1), 53-65.   DOI
5 Seo, B. S (2001). A study on the effect measurement model of outdoor advertisement: Focused onthe large-scale outdoor advertisement, The Korean Journal of Advertising, 12(2), 191-206.
6 Veloutsou, C. & Moutinho, L. (2009). Brand Relationships through Brand Reputation and Brand Tribalism, Journal of Business Research, 62(3), 314-322.   DOI
7 Westjohn, S. A., Singh, N., & Magnusson, P. (2012). Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective, Journal of international marketing, 20(1), 58-73.   DOI
8 Yeom, S. W. (2012). A Study on the Outdoor Advertising Strategy of Message Repetition, Journal of outdoor advertising research, 9(1), 63-92.
9 Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52(3), 2-22.   DOI
10 Yoo, C. J., Lee, S. H. & Choo, M. S. (2005). The Moderating Role of Brand Reputation in the Relationship between Explicit and Implicit Expression in Ad and Brand Attitude/purchase Intention, Journal of Korea Advertising Society, 16(5), 249-263.
11 Agarwal, S. & Teas, R. K. (2002). Cross-national Applicability of a Perceived Quality Model, Journal of Product and Brand Management, 11(4), 213-236.   DOI
12 Aaker, D. A. (1991). Managing Brand Equity: Capitalizing On The Value Of A Brand Name, The Free Press, 102-120.
13 Akaka, M. A. & Alden, D. L. (2010). Global Brand Positioning and Perceptions: International Advertising and Global Consumer Culture, International Journal of Adv ertising, 29(1), 37-56.   DOI
14 Alden, D. L., Steenkamp, J-B E. M., & Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture, Journal of Marketing, 63(1), 75-87.   DOI
15 Chaudhuri, A. (2002). How Brand Reputation Affects the Advertising-Brand Equity Link, Journal of Advertising Research, 42(3), 33-43.   DOI
16 Bang, J. Y. (2008). A Study on Communication Effects of Outdoor Advertisement According to Consumers' Characteristics (Unpublished master's thesis). Dongduk Women's University, Seoul, Korea.
17 Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J-B E. M., & Ramachander, S. (2000). Effect of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries, Journal of Consumer Psychology, 9(2), 83-95.   DOI
18 BOARDWORKS (2015. March 6). How Outdoor Advertising Helped These Brands grown their Business, BOARDWORKS, http://www.boardworks.com/how-outdoor-advertising-helped-these-brands-grow-their-business.
19 Cheon, Y. S. & Jun, J. W. (2012). Strategic Effects of Global Brand Positioning on Brand Perceptions and Purchase Intentions A Focus on Consumers of the Brand Origin Country, Journal of Korean Advertising, 92, 135-173.
20 Chin, H. K. (2013). The Study of the outdoor advertising medial executive decision making process, Journal of Outdoor Advertising Research, 10(2), 135-158.
21 Choi, M. W. (2013). A Study on the Change and Growth of Out-of-Home Advertising as New Media Advertising, Journal of Outdoor Advertising Research, 10(1), 141-166.
22 Dahlen M., Granlund A. & Grenros, M. (2009). The consumer-perceived value of non-traditional media: effects of brand reputation, appropriateness and expense, Journal of Consumer Marketing, 26(3), 155-163.   DOI
23 Davvetas, V., Sichtmann, C., & Diamantopoulos, A. (2015). The impact of perceived brand globalness on consumers' willingness to pay. International Journal of Research in Marketing, 32(4), 431-434.   DOI
24 Kim, S. B & Choi, K. L. (2006). The Influence of Perceived Brand Globalness on Purchase Intention - Focusing on Consumer Ethnocentrism as a Moderating Variable -, Korean corporation management review, 13(1), 221-238.
25 Jun, J. W. & Cheon, Y. S.(2012). Effects of Global Billboard Advertising on Consumers' Perceptions of Brand Globalness and Judgements - A Focus on Involvement as a Mediator -, Korean Academy of OOH Advertising, 2012(6), 1-25.
26 Jung, I. S. & Kim, G. G. (2004). A Study on Globalness of Brands and Consumer Behavior, International Business Review, 8(1), 165-178.   DOI
27 Kapferer, J. N. (1997). Strategic Brand Management. 2nd Edition, Kogan Page: Dover, NH.
28 Lee, C. & Kim, T. E. (2011). The Effect of Global Consumer Culture Positioning in TV Advertising on Product Evaluation and Attitude towards Advertising, Journal of International Business, 22(4), 25-51.
29 Lee, J. E. (2014, August 11), The various signs 37. SP A brand. SP Today. Retrieved from http://www.sptoday.com/bbs/board.php?bo_table=article&wr_id=54769&sfl=wr_content&stx=%BF%A1%C0%D5%BC%BC%C4%C1%C1%EE&sop=and&p=1.
30 Deng, H., Russell, J. J., Lamb, R. N., Jiang, B. Li, Y., & Zhou, X. Y.(2004). Microstructure control of ZnO thin films prepared by single source chemical vapor deposition, Elsevier Science B. V., Amsterdam, 458(1-2), 43-46.   DOI
31 Friedman, J. (1990). Being in the World: Globalization and Localization, Sage Publication.
32 Gong, S. & Ko. H. J. (2015). An Exploratory Study of Out of Home Advertising Effects in China: a Comparison between Korean and Chinese Consumers, Journal of outdoor advertising research, 12(1), 5-32.
33 Han, G. S. (2005). Outdoor Advertising of Communication Effect to Gender and Involvement, Journal of Outdoor Advertising Research, 2(2), 19-42.
34 Hannerz, U. (1990). Cosmopolitans and Locals in World Culture, In Michael Featherstone (ED.), Theory, Culture and Society, Sage Publications, 237-251.
35 Jung, Y. W. (2013). A Study of Types of QR Codes and their Effects on Advertising, Archives of design research, 26(1), 147-165.
36 Lee, I, S. & Jun, J. W. (2014). Strategic PPL Effects of GCCP (Global Consumer Culture Positioning): A Focus on the Moderating Role of Susceptibility to Global Consumer Culture, Journal of Practical Research in Advertising and Public Relations, 7(4), 148-171.   DOI
37 Lee, Y. J. (2011). The effect of advertising methods, brand reputation, and consumer's regulatory focus on attitudes of customers towards the products (Unpublished master's thesis). Sungkyunkwan University, Seoul, Republic of Korea.
38 Leslie, D. C. (1999). Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation, Journal of Marketing Management, 15(1-3), 157-179.   DOI
39 Matrix Media. (2013, April 1.). Retrieved from http://www.matrixmediaservices.com/fashion-advertising, Matrix Media Services.
40 Levitt, T. (1983). The Globalization of Markets, Harvard Business Review, 61(May, June).
41 McDowell, C. (2004). The New Art?. Costume, The Journal of the Costume Society, 38, 126-132.   DOI
42 Nijssen, E. J., & Douglas, S. P. (2008). Consumer World-Mindedness, Social-Mindedness and Store Image, Journal of International Marketing, 16(3), 84-107.
43 Nijssen, E. J., & Douglas, S. P. (2011). Consumer world-mindedness and attitudes toward product positioning in advertising: An examination of global versus foreign versus local positioning, Journal of International Marketing, 19(3), 113-133.   DOI
44 Nually, J. C. (1967). Psychometric Theroy. New York, NY: MCGraw-Hill.