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http://dx.doi.org/10.5762/KAIS.2021.22.2.362

A Study on the Moderating Effect of Nationality of Advertising Models for Masstige Brands: Based on Construal Level Theory  

Chen, Zhenkun (Department of Business Administration, Graduate School, Kookmin University)
Bang, Jounghae (College of Business Administration, Kookmin University)
Kim, Min Sun (College of Global Business Administration, Hyupsung University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.22, no.2, 2021 , pp. 362-367 More about this Journal
Abstract
This study investigated the effects of brand awareness and perceived price fairness on the purchase intention of masstige brands and the moderating effect of country of advertising (Korea or China) for the Chinese tourists visiting Korea. Along with the luxury image and the reasonable price range of masstige brands, the effect of Korean models matching with the country of masstige brand and Chinese models for Chinese visitors was examined based on the construal level theory. To test the hypotheses, a 2 (brand awareness H/L)×2 (perceived price fairness)×2 (country of model) factorial design was employed. As a result, brand awareness and price fairness perception were found to have positive effects on the purchase intention of masstige brands, and the moderating effect of the country of advertising models was also significant. With Korean models, the effects of brand awareness and price fairness perception on the purchase intention of masstige brands were higher than with Chinese models. This study sheds light on the fact that for Chinese tourists, Korean advertising models are more effective even with the specific signal like price when they perceive psychological distance.
Keywords
Masstige Brands; Brand Awareness; Perceived Price Fairness; Construal Level Theory; Chinese Tourists; Nationality of Advertising Model;
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Times Cited By KSCI : 3  (Citation Analysis)
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