• Journal of Fashion Business
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• v.27 no.1
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• pp.140-155
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• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

• Management & Information Systems Review
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• v.31 no.4
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• pp.109-137
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• 2012

This Research focuses on the effect of location-based mobile advertisement considering both of product involvement and advertising expression. The product involvement is classified as high and low involvement and forms of text and picture advertising, which are commonly used in mobile advertising, are chose in this research. To verify the advertising effect for location-based mobile advertisement, advertising attitude, brand attitude, and purchase intention are assessed by conducting survey experiment, which is stimulated for the location-based mobile advertisement including product involvement and advertising expressions. The results presented in this research indicate that the low-involvement product shows lower advertising effect rather than high-involvement product, because consumers recognize the mobile advertisement with low-involvement. The Second finding is that the effect of picture mobile advertising is more effective than that of text mobile advertising and this result is consistent with previous researchers. Finally, the favorable effects for location-based mobile advertisement is more effective than that of non-location-based mobile advertisement, because location-based mobile advertising can cause the immediate response for consumer to react with given advertising.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.7
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• pp.1040-1051
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• 1999

The objective of this study was to search out the motive and it's degree of the advertising involvement and to verify how the consumer's reaction have influenced on the effect of the advertising. In this study the questionaries used and objects were 236 working women form 20 to 39 years old. The dates were analyzed by reliability mean standard deviation percentage Duncan test t-test factor analysis correlation ANOVA and regression. The outcome of the analysis can be as follows : 1. Consumer's advertising involvement in the clothing goods was standing on 'Emotional' 'Expressional' or 'Economical' position. Among the factors affecting the consumer'sbehaviors. 'Usefulness' 'Like or Dislike' or 'Uniqueness' are the major 3 bases for perceptive evaluation 'Activity' 'Uncomfortableness' and 'Tranquility' are the 3 factors extracted from consumer's emotional reaction. 2 There was little difference in the size of advertising effect among the cluster types classified by each difference motive of the clothing advertising involvement. 3. Perceptive evaluation of the types of advertising appeal the non-sex-appeal advertising was inclined to "Usefulenss' or 'likes' while the sex-appeal advertising depending rather highy on 'Uniqueness' In respect of emotional reaction "Tranquility' was on non-sex-appeal advertising while more 'Activity' or 'Uncomfortable' feeling were on sex-appeal advertising. 4. In the light of 'advertising style' 'brand image' or 'purchase stimulation' the non-sex-appeal advertising was rather favorable received by the consumer's than the sex-appealing one. 5. All those surrounding factors excluding the 'uniqueness' are closely co-related to purchase stimulation.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.1 s.160
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• pp.131-140
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• 2007

The purpose of this study was to clarify differences in consumer's advertising attitude related to type of mobile fashion advertising and level of apparel and advertising involvement groups. This study surveyed consumers who have an experience of receiving mobile fashion advertising. The subjects of this study were men and women aged 10-20 years of age, living in the metropolitan area and judgments sampling was employed. The data were obtained from 480 questionnaires. The measurement instruments were modified and made up by researcher on the basis of previous studies in the same field. Data were statistically analyzed using SPSS 11. Major statistical methods were Cronbach's ${\alpha}$, t-test, regression analysis, and descriptive statistics. The results were as follows: First, differences in effectiveness of fashion ads in both images ad and text messages ad were shown in this study. Respondents preferred images ad to left messages ad only. Also purchase intentions were more preferred by images ad. Second, the differences of consumer's advertising attitude were shown according to level of apparel and advertising involvement groups. The high apparel and ad involvement group was more likely to have a preferable attitude to the ads than the low apparel and ad involvement group. Third, consumer's purchase intentions were influenced by consumer's advertising attitude on two type's ad. The conclusion is that images ad will have great potential for fashion ads by mobile phones in the future. Also consumer attitude between other mobile advertising types must be studied in order to gain further insight into fashion advertising by mobile phone.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.2
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• pp.298-310
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• 1996

This research is designed to study the sales promotion strategy and advertising program which can provide the effective materials to the clothing industry. The purposes of this study are as follows. First, After college students are classified according to clothing involvement level, the relations between clothing involvement groups sand demographic variables, such as, sex, residence, pocket money, and clothing cost are understood. Second, attitude toward the expression of awertising according to clothing involvement is analyzed. Third, attitudes toward the expression of advertising were analyzed according to demo- graphic variables. Subjects were 474 students of universtiy in Seoul. This study was conducted by means of a questionnaire survey and random sampling method was used. In order to test the attitude toward advertising, the questionnaire was made through pre test and validity test. Study results were as follows. First, Subjects were divided into groups ccording to the clothing involvement level, and it was proved that sex, residence, pocket money, and clothing cost were related. Second, there was significance in attitude toward the expression of advertising according to clothing involvement level. Third, sex, residence, pocket money, clothing cost, reasonable level of cost were relatively connectd with attitude according to the expression of the jeans advertising.

• Journal of Fashion Business
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• v.26 no.2
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• pp.1-14
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• 2022

Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) × 2 (contextual consistency: context match vs context mismatch) × 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.1
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• pp.40-49
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• 2010

This study investigates the differences in: 1) attitudes toward the advertising ofjeans, buying intension, importance of merchandise selection factors, and utilization of information sources among groups according to the level of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information source. Questionnaires were distributed to 300 men and women between 10 and 30 years of age. A sample of 286 men and women responded to the questionnaire. Using SPSS/PC version 12.0, factor analysis, reliability analysis, analysis of variance, and randomized block design are used for the data analysis. The results showed significant differences in: 1) attitudes toward the advertising of jeans, buying intension, importance of merchandise selection factors, and utilization of information source among groups according to levels of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information sources.

• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.418-433
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• 2006

The purpose of present study was to examine the differences in effectiveness of internet apparel advertising using avatars as determined by the avatar involvement. After conducting a pilot test for 35 high school students, final data were collected through a self-administered questionnaire survey from 324 high school students living in Seoul area from July 18 to July 19, 2003; 317 were used for data analysis. Data were analyzed by chi-square analysis, t-test, cluster analysis, descriptive statistics, ANOVA and Duncan's multiple range test. As a result, the subjects were divided into 3 groups based on the level of avatar involvement: high, middle and low involvement groups. There were significant differences in avatar advertising effects among the groups divided by avatar involvement. Those who indicated the higher levels of avatar involvement were more likely to be positive in the cognitive responses, emotional responses, advertising attitude, brand attitude, the stimulus degree of connection, and the recall rates of the brand name. Also, Vector imaging ads were found to be more effective in the brand name recall rates.

• Management & Information Systems Review
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• v.26
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• pp.61-90
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• 2008

The purpose of this paper is to investigate the effects of anti-smoking advertising on attitude toward anti-smoking and behavioral intention to quit smoking in terms of audience's involvement with anti-smoking and knowledge on smoking. For this, a total of 10 hypothesis were established and statistically tested. According to the results, all but hypothesis 1-1(attitude toward anti-smoking is more favorable in the high involvement condition than in the low involvement condition) were unfortunately rejected. These results can be justified by theoretical explanations such as Hierarchy Effects Model or Elaboration Likelihood Model. In addition, some methodological reasons were provided as well.