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http://dx.doi.org/10.5850/JKSCT.2010.34.5.784

The Congruence between the Self-Image and Advertising Image of Consumers on Advertising Attitude and Brand Attitude -The Moderating Roles of Product Type and Message Type on Cosmetics Advertising-  

Choi, Jung-Sun (Dept. of Business Administration, Graduate School, Pukyong National University)
Jeon, Jung-Ok (Div. of Business Administration, Pukyong National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.34, no.5, 2010 , pp. 784-796 More about this Journal
Abstract
Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.
Keywords
Consumer attitude; Self-image; Congruence; Product type; Message type;
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