Browse > Article
http://dx.doi.org/10.29049/rjcc.2018.26.5.714

Effects of type of fashion advertisement, brand extension and consumer innovativeness on advertising credibility  

Kim, Sun Ah (Dept. of Fashion Science, Sungkyunkwan University)
Hwang, Sun Jin (Dept. of Fashion Science, Sungkyunkwan University)
Publication Information
The Research Journal of the Costume Culture / v.26, no.5, 2018 , pp. 714-726 More about this Journal
Abstract
This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) ${\times}2$(consumer innovativeness: high vs. low) ${\times}2$(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.
Keywords
consumer innovativeness; cross-media ad; fashion brand extension; type of advertise ment;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Lee, E. S. (2011). The effect of relationship between media repertoire and cross media advertising on college student's attitude toward the ad and brand. The Korean Journal of Advertising and Public Relations, 13(3), 361-386.
2 Lee, Y.-H. (2010). Mass-media types and their effects on perception of a local festival's brand equity value: Comparison among TV, internet, and cross-media. International Journal of Tourism and Hospitality Research, 24(2), 259-276.
3 MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. doi:10.2307/1251413   DOI
4 Na, C. H., Kim, J. S., & Park, S. Y. (2018). Brand extension: Impact of creating shared value. Korea Marketing Review, 33(1), 45-63. doi:10.15830/kmr.2018.33.1.45   DOI
5 Oakey, R. P. (2013). Open innovation and its relevance to industrial research and development: The case of high-technology small firms. International Small Business Journal, 31(3), 319-336. doi:10.1177/0266242612458942   DOI
6 Oh, S.-S., Chang, D. R., Kim, N,-Y., & Kim, J. B. (2007). An investigation of the differences in perceptions of cross media reps between advertisers and advertising agencies. Korea Journal of Business Administration, 20(5), 2357-2382.
7 Park, S.-B., & Chung, N. H. (2013). The effect of online game usage motivation and self-presentation desire on participating intention: A comparative analysis of reference group influence. Journal of the Korean Data Analysis Society, 15(1), 529-541.
8 Park, S.-B., & Kim, I.-S. (2008). A study on the cross media marketing of on-line advertisement. Journal of Korea Design Forum, 20, 317-326.
9 Petersen, A. B. (2006). Internet and cross media productions: Case studies in two major danish media organizations. Australian Journal of Emerging Technologies & Society, 4(2), 94-107.
10 Park, S. H., & Chung, K. H. (2016). A study on the influence of consumer innovativeness for smartphone purchase intention: The mediating effect of perceived risk and price sensitivity. Korea Journal of Business Administration, 29(4), 575-595. doi:10.18032/kaaba.2016.29.4.575   DOI
11 Rhee, Y. J. (2008). Effect of attitude towards parent brand on extended fashion product in fashion brand extension. Fashion & Textile Research Journal, 10(4), 506-514.
12 Sung, D. G. (2012). A study of the relationship between consumer innovation and brand choice model. Unpublished master's thesis, Konkuk University, Seoul, Korea.
13 Rhee, Y.-J. (2009). Difference in extended products evaluation by consumer innovativeness and similarity of product category for apparel brand extension. Journal of the Korean Society of Clothing and Textiles, 33(10), 1622-1632. doi:10.5850/JKSCT.2009.33.10.1622   DOI
14 Rogers, E. M. (1962). Diffusion of innovations. New York: The Free Press.
15 Shin, Z. A., & Lee, S.-J. (2010). Effects of advertising strategy on consumer evaluations in brand extensions: Focusing on perceived fit, types of advertising and brand attachment. The Korean Journal of Advertising and Public Relations, 12(1), 256-285.
16 Volckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34. doi:10.1509/jmkg.70.2.18   DOI
17 Voorveld, H. A. M., Neijens, P. C., & Smit, E. G. (2011). Opening the black box: Understanding cross-media effects. Journal of Marketing Communications, 17(2), 69-85. doi:10.1080/13527260903160460   DOI
18 Yoon, K., Kim, S. A., & Cho, J.-S. (2017). Mobile advertising format's effect on CTR: The interaction effect between product characteristics and product involvement. The Korean Journal of Advertising, 28(1), 7-26. doi:10.14377/KJA.2017.1.15.1   DOI
19 Yi, Y. J., & Yoo, J. M. (2010). When TV advertisements meet internet search boxes: The effects of cross-media advertisements. Korea Marketing Review, 25(1), 1-24.
20 Yoo, J. M., & Yi, Y. J. (2013). Spillover effects of cross-media advertisements on the advertised brand from the perspective of brand alliance: Focusing on the combination of TV advertisements with internet search boxes. The Korean Journal of Advertising, 24(1), 85-105.
21 Broderick, A. J., & Mueller, R. D. (1999). A theoretical and empirical exegesis of the consumer involvement construct: The psychology of the food shopper. Journal of Marketing Theory and Practice, 7(4), 97-108. doi:10.1080/10696679.1999.11501855   DOI
22 Aaker, D. (1990). Brand extensions: The good, the bad, and the ugly. MIT Sloan Management Review, 31(4), 47-56.
23 Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41. doi:10.2307/1252171   DOI
24 Ahn, K. H., Hwang, S. J., & Jung, C. J. (2018). Fashion marketing (4th ed.). Seoul: Soohaksa.
25 Jo, S.-N., & Han, K.-H. (2016). The effect and its potential determinants of cross-media advertising between online and offline media. Journal of Digital Convergence, 14(3), 105-114. doi:10.14400/JDC.2016.14.3.105   DOI
26 Chang, Y., & Thorson, E. (2004). Television and web advertising synergies. Journal of Advertising, 33(2), 75-84. doi:10.1080/00913367.2004.10639161   DOI
27 Cho, J. S., Roh, J. Y., & Hong, H. H. (2018). Examining the synergy effect of brand messages via multiple media: Focusing on the effect of magazine-online combination among female consumers in 20s and 30s. Advertising Research, 116, 38-83. doi:10.16914/ar.2018.116.38   DOI
28 Choi, S. K. (2016). The effect of cross-media advertisement types on consumer response: Focusing on media engagement. Unpublished master's thesis, Sungkyunkwan University, Seoul, Korea.
29 Jun, D. G., & Rhee, E. Y. (2008). The effects of adult women's innate innovativeness on involvement and fashion innovativeness. Journal of the Korean Society of Clothing and Textiles, 32(11), 1739-1749.   DOI
30 Jung, H. S., & Shin, J. Y. (2012). Investigating the roles of consumer innovativeness in advertising responses. The Korean Journal of Advertising, 23(6), 133-160.
31 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054   DOI
32 Kim, J. H., & Yu, E.-A. (2012). Effects of advertising combining TV and QR code: Need for cognition, inovativeness and perceived interactivity. Advertising Research, 94, 117-147.
33 Kim, W.-H., & Shin, I.-G. (2010). A practical review on cross-media advertising. Journal of Practical Research in Advertising and Public Relations, 3(2), 72-92.
34 Leavitt, C., & Walton, J. (1975). Development of a scale for innovativeness. Advances in Consumer Research, 2(1), 545-554.
35 Kim, Y.-C., Joo, Y.-H., & Yoon, S.-H. (2005). A study on the interrelation between adoption intentions of innovative services in ICT market: Focused on convergence services. International Telecommunications Policy Review, 12(1), 25-54.
36 Korea CM Strategy Institute. (2011). CM value annual report. Seoul: Communicationbooks.
37 Kwak, J. H. (2011). The influences of dominant brand, quality variation among brands and self-construals on consumer attitude about fashion brand extension. Unpublished master's thesis, Sungkyunkwan University, Seoul, Korea.
38 Lee, C.-M., & Han, K.-S. (2010). Persuasion effect according to outdoor advertising media pattern and personal innovation. Journal of OOH Advertising Research, 7(3), 29-55.