Browse > Article
http://dx.doi.org/10.9708/jksci.2019.24.01.231

The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment  

Park, Seungbae (Dept. of Industrial Management, Seoil University)
Hong, Jaewon (Dept. of Global Trade, Gyeongnam National University of Science and Technology)
Abstract
The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising frame into loss and gain frame and examine the effect on brand attachment, The effect of unique advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.
Keywords
Advertisement uniqueness; Brand attachment; Brand marketing; Gain and loss frame;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Park, C. Whan., MacInnis, Deborah J., Priester, Joseph., Eisingerich, Andreas B., and Dawn Iacobucci, "Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers," Journal of Marketing, Vol 74, No. 6, pp. 1-17, 2010.   DOI
2 Gawronski, B., and Bodenhausen, G. V., "Associative and propositional processes in evaluation: an integrative review of implicit and explicit attitude change," Psychological bulletin, Vol. 132, No. 5, pp. 692-702, 2006.   DOI
3 Gawronski, B., and Bodenhausen, G. V., "The associative-propositional evaluation model: Operating principles and operating conditions of evaluation," Dual-process theories of the social mind, pp, 188-203, 2014.
4 Pinker, Steven, and Paul Bloom, "Natural language and natural selection," Behavioral and brain sciences, Vol, 13, No. 4, pp, 707-727, 1990.   DOI
5 S. Woo, and Y. Sung, "Expectancy Incongruity and Uniqueness of Visuals: Original Ad Visuals and Ad Effects," The Korean Journal of Advertising, Vol. 16, No. 3, pp. 219-250, 2005.
6 Tversky, Amos, and Daniel Kahneman, "The framing of decisions and the psychology of choice," science, Vol. 211, No. 4481, pp. 453-458, 1981.   DOI
7 J. Kim, and S. Boo, "Communication strategy to promote health-prevention behavior : The effect of message framing and myopic bias in the inter-temporal choice," The Korean Journal of Advertising, Vol. 22, No. 7, pp. 111-133, 2011.
8 J. Oh, "The factors which influence Implicit and Explicit Brand Attitudes: Focused on body image and upward comparison," Korean Journal of Consumer and Advertising Psychology, Vol. 16, No. 2, pp. 385-410, 2015.   DOI
9 J. Kim, and H. Yu, "The Effects of Gain- or Loss-framed Internet Health News and Replies on the Perception of Reported Issues and Prevention Intention," Korean Journal of Broadcasting and Telecommunication Studies, Vol. 26, No. 3, pp 176-217, 2012.
10 Chung, Seh-Woong., Han, Jin K., and Yong Seok Sohn, "Technological Expectation and Consumer Preferences for Product Form," Journal of Business Research, Vol. 65, pp. 1290-1294, 2011.   DOI
11 Sinha, Indrajit, and Michael F. Smith, "Consumers' perceptions of promotional framing of price," Psychology and Marketing, Vol. 17, No. 3, pp. 257-275, 2000.   DOI
12 J. Kim, and H. Yu, "The Effects of Gain- or Loss-framed Health News and Exemplars on the Perception of Reported Issues and Prevention Intention," Korean Journal of Journalism and Communication Studies, Vol. 56, No. 1, pp. 5-30, 2012.
13 Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park, "The ties that bind: Measuring the strength of consumers' emotional attachments to brands," Journal of consumer psychology, Vol. 15, No. 1, pp. 77-91, 2005.   DOI
14 DONG-A ILBO, http://bizn.donga.com/3/all/20180929/92189872/1
15 DONG-A ILBO, http://news.donga.com/3/all/20180917/92043968/1
16 Park, C. Whan, and Deborah J. MacInnis, "What's in and what's out: Questions on the boundaries of the attitude construct," Journal of Consumer Research, Vol. 33, No. 1, pp. 16-18, 2006.   DOI
17 Orth, Ulrich R., Yonca Limon, and Gregory Rose, "Store-evoked affect, personalities, and consumer emotional attachments to brands," Journal of Business Research, Vol. 63, No. 11, pp. 1202-1208, 2010.   DOI
18 Y. Sung, M. Han, and E. Park, "The Influence of Brand Personality on Brand Attachment: Focused on the differences in the Levels of Brand Community Commitment," Korean Journal of Consumer and Advertising Psychology, Vol. 5, No. 3, pp. 15-34, 2004.
19 H. Kim, M. Lee, and N. Kim, "Determinants and Consequences of the Brand Attachment," Journal of Consumer Studies, Vol. 16, No. 3, pp. 45-65, 2005.
20 K. Ahn, and M. Im, "The Effect of Product Benefit on Brand Attachment and Brand Commitment: the moderating effect of product type and self-monitoring," Journal of Consumer Studies, Vol. 19, No. 1, pp. 169-189, 2008.
21 Wu, Jintao, Junsong Chen, and Wenyu Dou, "The Internet of Things and interaction style: the effect of smart interaction on brand attachment," Journal of Marketing Management, Vol. 33, No. 1-2, pp. 61-75, 2017.   DOI
22 Japutra, Arnold, Yuksel Ekinci, and Lyndon Simkin, "Self-congruence, brand attachment and compulsive buying," Journal of Business Research, 2017.
23 Dwivedi, Abhishek, Lester W. Johnson, Dean Charles Wilkie, and Luciana De Araujo-Gil, "Consumer emotional brand attachment with social media brands and social media brand equity," European Journal of Marketing, 2018.
24 Kaufmann, Hans Ruediger, Dan Alex Petrovici, Cid Goncalves Filho, and Adriano Ayres, "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Vol. 69, No. 12, pp. 5735-5747, 2016.   DOI