Browse > Article
http://dx.doi.org/10.5392/JKCA.2013.13.11.866

Customers' Brand Attitude and Purchase Intention Formation Process by Advertising Execution Types - A Korean Coffee Shop Case  

Chung, Hyunyoung (세명대학교 관광경영학과)
Publication Information
The Journal of the Korea Contents Association / v.13, no.11, 2013 , pp. 866-876 More about this Journal
Abstract
For the purpose of creating or maintaining a favorable customers' attitude tourism service firms use an advertising as a communication tool by changing ad-execution formats. Affective or informational ad-executions are normally applied for the service industry. In this study ad-attitude, products attitude, and purchase intention are tested whether the variables would be influenced by the ad-execution formats. As the result the study found that Ad-attitude influenced on product attitude but not on purchase intentions in the affective ad-execution format, whereas the Ad-attitude influenced both on product attitude and purchase intentions.
Keywords
Ad-Execution; Ad- Attitude; Product Attitude; Cognition System; Purchase Intentions;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 A. A. Mitchell and J. C. Olson, "Are product attribute beliefs only mediator of advertising effects on brand attitudes?," Journal of Marketing Research, Vol.18, pp.318-332, 1981(8).   DOI   ScienceOn
2 D. J. Moore, and W. D. Harris, "Affect intensity and consumer attitude toward high impact emotional advertising appeals," Journal of Advertising, Vol.25, pp.37-50, 1982(2).
3 C.W. Park, S.M.,Young, "Consumer response to television commercials: The Impact of involvement and background music on brand attitude formation," Journal of Marketing research, Vol.23, pp.11-24, 1986(2).   DOI   ScienceOn
4 R. E. Petty, J. T. Cacioppo, and D. Schuman, "Central and peripheral routes to advertising effectiveness," Journal of Experimental Social Psychology, Vol.10, pp.135-146, 1983(9).
5 R. E. Petty and J. T. Cacioppo, Communication and persuasion, New York: Springer-Verlag, 1986.
6 R. E. Petty and D. T. Wegener, "Flexible correction process in social judgement: correcting for context-induced contrast," Journal of Experimental Social Psychology, Vol.29, pp.137-165, 1993(3).   DOI   ScienceOn
7 D. Vakratsas and T. Ambler, "How advertising works: what do we really know," Journal of Marketing, Vol.63, No.2, pp.26-43, 1999.   DOI   ScienceOn
8 P. Wright, "Message evoked thoughts: persuasion research using thoughts verbalization," Journal of Consumer Research, Vol.7, pp.157-175, 1980(9).
9 이유재, 소비자행동, pp.240-255, 5th Ed, 법문사, 2012
10 정현영, "패스트푸드 레스토랑의 서비스 환경과 대기시간이 고객의 품질인지에 미치는 영향", 한국콘텐츠학회논문지, Vol.11, No.11, pp.413-423, 2011.   과학기술학회마을   DOI   ScienceOn
11 D. A. Aaker, R. Batra, and J. G. Myers Advertising Management, 5th ed. Prentice Hall, pp.162-163, 1996.
12 R. Batra and D. Stephens "Attitudinal effects of ad-evoked moods and emotions: the moderating role of motivation," Psychology Marketing, Vol.11, pp.199-215, 1994(5-6).   DOI   ScienceOn
13 S. P. Brown, P. M. Hommer, and J. J. Inman, "A meta-analysis of relationship between ad-evoked feelings and advertising reponses," Journal of Marketing Research, Vol.35, pp.114-126, 1998(2).   DOI   ScienceOn
14 M. C. Burke and J. A. Edell, "The impact of feelings on ad-based affect and cognition," Journal of Marketing Research, Vol.33, pp.399-414, 1989(11).
15 R. Chandy, G. Tellis, D. J. MacInnis, and P. Thaivanich, "What to say when: advertising appeals in evolving markets," Journal of Marketing Research, Vol.38, pp.399-414, 2001(11).   DOI   ScienceOn
16 M. Fishbein, "An investigation of the relationships between belief about an object and the attitude toward that object," Human relations, Vol.16, pp.233-240, 1963(8).   DOI
17 M. Fishbein and I. Ajzen, Belief, attitude, intention, and behavior: an introduction to theory and research, MA, Addison Wesley, 1975.
18 M. B. Holbrook and R Batra, "Accessing the role of emotions in advertising," Psychological Marketing, Vol.1, pp.45-64, 1987(2).
19 B. Lipstein and J. P. Neelankavil, "Television ad copy research: a critical review of the state of the art," Journal of Advertising Research, Vol.24, pp.19-25, 1984(2).
20 R. J. Lutz, "Changing brand attitudes through modification of cognitive structure," Journal of Consumer Research, Vol.1, pp.49-59, 1975(3).   DOI   ScienceOn
21 R. J. Lutz, S. B. MacKenzie, and E.B. Belch, "Attitude toward the Ad as a mediator of advertising effectiveness: determinants and consequences," Association for Consumer Research, Vol.10, pp.532-539, 1983.
22 D. J. MacInnis and B. J. Jaworski, "Information processing from advertisements: towards an integrative framework," Journal of Marketing, Vol.53, pp.1-23, 1989(10).
23 D. J. MacInnis, A. Rao, and A. Weiss, "Acessing when increased media weight of real world advertisements help sales," Journal of Marketing Research, Vol.39, pp.391-407, 2002(1!).   DOI   ScienceOn
24 J. Meyers-Levy and P. Malaviya, "Consumers' processing persuasive advertisements: an integrative framework of persuation theories," Journal of Consumer Research, Vol.63(special), pp.45-60, 1993.