• The Journal of the Korea Contents Association
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• v.18 no.4
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• pp.77-88
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• 2018

In this study, we conducted an experiment with the 219 undergraduates to find out the controlling effects of the verbal anchoring (low, high, non) in the nostalgia ads and the consumers' responses according to the product types (emotional/rational). The results suggest the higher the standards of the effects of the verbal anchoring are, the more favorably the preferences to the ads and the purchasing intention are formed regardless of the existence of the nostalgia. The following reveals that the controlling effects of the verbal anchoring in the nostalgia ads have differences between the purchasing intention and the preferences to the ads as to both the nostalgia familiarity and the product types. In the preferences to the ads in case that the standards of the effects of the verbal anchoring are low, the differences between familiarity group and non familiarity one are not noticeable but in the purchasing intention the differences between the low case and non of the standards of the effects of the verbal anchoring are a little more noticeable.

• Journal of Korea Entertainment Industry Association
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• v.14 no.2
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• pp.15-26
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• 2020

Many companies are increasing the use of characters to enhance brand image and brand value. The use of characters in the certain industry is active, however, the research on characters in academia is insufficient. The purpose of this study is to investigate how characteristics of characters affect on consumer's brand attitude and to suggest the guideline companies to concern on brand characters, in especial on designing or licensing them. The results showed that all characteristics of character positively influenced on brand attitude. Among nine characteristics of the character, trust was the most impact and nostalgia was the least impact on brand attitude, respectively. Perceived quality was mediated on in relations between the brand character and brand attitude. In indirect effect, familiarity was the most impact on brand attitude. In sum, we suggested that trust and familiarity of the character are the most weighted characteristics on brand character design strategy.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.162-170
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• 2016

Xavier Dolan delves into maternal instinct and sexual identity and the attempt and experiment of his movies are not difficult to understand and not unfamiliar. He communicates with audience through pastiche and self-reflexivity, rather than disassembling and destruction of style and form of existing films. Pastiche is the intertextuality between familiar genres such as film, poem, fashion, music, painting, etc. His films shows the characteristics of postmodernism, which include genre over, de-subjectivity, interest in public culture, and representation of nostalgia. This study recognizes anew the present of postmodernism gradually going out of fashion and analyzes the characteristics of postmodernism and repeated motif in his movies. This study also analyzes Xavier Dolan's interest in social minority and allegorian characteristics through characters appearing in his movies.