• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.67-92
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• 2005

This study investigates the influence of the mother brand's product types on the consumers' brand evaluations on consistent and inconsistent brand extensions. The study shows that brand extensions consistent with the mother brand's product type have better brand evaluations than inconsistent brand extensions. The study also shows that brand extensions consistent with utilitarian mother products are much more important than consistent brand extensions with hedonic mother brands. Furthermore, results show that the types of consumer involvement influence the consumers' brand evaluations by interacting with types of mother brands and consistency of brand extensions.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.1066-1071
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• 2008

모바일 광고는 새로운 마케팅커뮤니케이션 수단으로 부상하고 있다. 본 연구는 효과적인 모바일 마케팅 전략을 수립하기 위해, 어떤 광고유형, 메시지 내용이 광고태도에 유의한 영향을 미치는 분석하고자 실험연구를 하였다. 즉 주 실험변수인 광고의 유형(text/icon)과 광고 메시지 특성(쾌락적/실용적)에 따른 광고 태도의 변화를 알아보고자 하였다. 또한 광고태도에 영향을 미치는 광고제품의 유형(탐색재/경험재)의 조절효과를 살펴보았다. 그 결과, 광고유형과 광고메시지 특성별로 광고 태도에 차이를 확인할 수 있었다. 또한 광고유형과 메시지특성이 광고태도에 영향을 미치는데 제품유형의 조절효과가 있는 것으로 확인되었다. 한편 광고태도는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.37-46
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• 2018

This study investigated the differences of message effect by product types and placement types of webtoon PPL(Product Placement). The study have tried to find effective webtoon PPL type and product type to minimized consumers' advertising avoidance. For analysis, two-way between subject design was produced by product types(utilitarian and hedonic product) and webtoon PPL placdement types(image, insert, and combination type). In results, there was a difference by PPL placement types for brand attitude. In special, the insert type had highly positive brad attitude. For webtoon contents, highly positive attitude was discovered in the cases of the hedonic product and the insert type of webtoon PPL.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.105-114
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• 2014

This study has recently been issued to businesses and consumers who examined the effects of cross-advertising model. Experimental design, the model type (2) ${\times}$ sexuality products (2) ${\times}$ advertising message appeal form (2) is a factorial design. The results are as follows. First, the advertising model, based on the type of cognitive response to advertising than the general model of cross-recall index was higher model. Second, the product of gender identity in response to what the advertising product for women than men was higher index of product recalls. Third, the ad attention model ANOVA results for each type of message, the main effect of appeal type was identified. In addition, the type and model of sexual identity, and message appeal type in the type of model interaction effects were found. Finally, the model-product analysis of goodness of fit, the model type and sexual identity and appeal type messages of main effect were identified. The result is more efficient advertising effect model strategies for promoting meaningful results, it is meant to be confirmed.

• Management & Information Systems Review
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• v.31 no.4
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• pp.639-661
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• 2012

The purpose of the paper is to examine sidedness effects of comparative advertising and moderating roles of the emotions of customer and product type. To test the research hypotheses, this study conducted experimental designs. One hundred ninety-two undergraduate students were assigned to one of the four experimental groups. Comparative Advertising message type and product type were manipulated as between-subject factors. There was a surprising event situation(free gift event) when participants came to laboratory for experiment, which is for the emotion manipulation. If a participant in a positive emotion group, he or she gets a free gift. The data demonstrate that comparative message type have a significant effect on both attitude toward the advertising and acceptance intention. In addition, consumers' emotion and product type play a significant moderating role between the message types and the dependent variables. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the comparative advertising message. We suggested that message types and consumer's emotion is one of very important aspects for a comparative advertising and marketers should consider people's emotion when they release a comparative advertising, which can help when marketers make their strategy for a comparative advertising.

• Journal of the Korea Convergence Society
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• v.10 no.2
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• pp.125-131
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• 2019

The purpose of this study is to investigate the relationship between attitude, purchase intention, and intention to share content and brand intention according to Influencer contents and branded content types. The results of this study are as follows: First, beauty products have a positive effect on the content intention and purchase intention as well as the sharing intention as compared to the branded contents. Second, V-commerce of innovative products showed that the branded content was more positive than the influencer content, but the purchase intention was lower. In addition, the content of sharing is higher than that of branded content. Third, the sharing intention was more positive than the beauty product, and the influencer content was higher than the branded content. The purpose of this study is to examine the attitude, purchasing intention, and sharing intention of beauty products and innovative products, which are most frequently used and most interested in users, to examine the content strategy of V-Commerce.

• Science of Emotion and Sensibility
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• v.14 no.2
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• pp.279-292
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• 2011

This research explores the differences of two consumption behaviors from the thinking style they elicit. Specifically, we predict that more utilitarian attributes(vs. hedonic attributes) may be used when evaluating utilitarian products whereas more hedonic attributes(vs. utilitarian attributes) may be used when evaluating hedonic products. In addition, this research considered two different thinking styles: rational thinking style and experiential thinking style, and try to find out whether different product attribute information could elicit different thinking style and whether the thinking style has any effect on product evaluation. The data reported in this research demonstrates the following results. Firstly, people use different criteria when judging different types of product. That is, when judging utilitarian product, they are more likely to use utilitarian attribute as evaluation criteria, on the contrary they inclined to use hedonic attribute as evaluation criteria when choosing hedonic product. Secondly, different types of attribute informations could elicit different thinking style. Utilitarian attribute informations elicit rational thinking style whereas hedonic attribute informations elicit experiential thinking style. Finally, if people engage in rational thinking elicited in processing utilitarian attribute informations, the evaluation of utilitarian product is enhanced. But even though people engage in experiential thinking in processing hedonic attribute informations, the evaluation of hedonic product is not improved.

• Journal of Distribution Research
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• v.9 no.1
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• pp.25-45
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• 2004

As electronic commerce establishes itself as a viable and competitive channel, this research compares the attractiveness of online and offline purchase from a transaction cost perspective. In the process, we propose a framework that integrates transaction cost with purchase decision process and product type. Specifically, the paper proposes and tests hypotheses regarding the difference between online and offline channels with respect to the transaction costs incurred in each stage of the purchase decision process. These differences are further compared across different product types categorized according to the FCB Grid. A total of 24 hypotheses were tested by conducting a questionnaire survey on university students. The results showed that 19 out of 24 hypotheses were supported. Following a detailed presentation of the analysis results, the paper concludes by discussing the academic and managerial implications of the findings.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.413-422
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• 2011

The purpose of this study is to examine sidedness effects of a Ad message and moderating roles of consumers' psychological characteristics such as self-construal. This study also examine moderating roles of product type in these direct effects. To test these research hypotheses, this study conducted experimental designs. Two hundred thirty-eight undergraduate students were assigned to one of the four experimental groups. Message type and product type were manipulated as between-subject factors. The data demonstrate that message types have a significant effect on both attitude toward Ad and acceptance intention. In addition, consumers' self-construal plays a significant moderating role between the message types and the dependent variables. Furthermore, product types also shows a moderating effect on the accpetance intention, yet not on the attitude toward Ad. The results of this study suggest various implications by indicating Ad message as an important factor which can enhance customers' positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.420-428
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• 2012

Previous researches on advertising type of extension product have limitations in focusing on adult and simplifying advertising type of extension product as elaborational/relational ad. This study expands to children and subdivides advertising type of extension product by elaborational/relational/elaborational-relational ad. Based on these experimental setting, this study investigates the effects of interaction between age and advertising type in incongruent brand extension. The results show that adult's evaluation on incongruent extension product is the most favorable in elaborational-relational ad. On the other hand, children's evaluation on incongruent extension product is the most favorable in elaborational ad. Based on these findings, theoretical and practical implication and future direction are discussed.