• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.866-876
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• 2013

For the purpose of creating or maintaining a favorable customers' attitude tourism service firms use an advertising as a communication tool by changing ad-execution formats. Affective or informational ad-executions are normally applied for the service industry. In this study ad-attitude, products attitude, and purchase intention are tested whether the variables would be influenced by the ad-execution formats. As the result the study found that Ad-attitude influenced on product attitude but not on purchase intentions in the affective ad-execution format, whereas the Ad-attitude influenced both on product attitude and purchase intentions.

• Management & Information Systems Review
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• v.33 no.1
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• pp.279-298
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• 2014

This research is based on service marketing to explain the effect of barista job attributes as the antecedents of lovemarks for increasing brand loyalty. The analysis was held with customers who experienced local and national coffee shop in Pusan area by using SPSS18K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the relationship among related factors including barista job attributes, lovemarks and brand loyalty. According to the result of this study, barista job attributes factors including expertise, communication, and service orientation have positive effect on the lovemark. Furthermore, structural relationships among lovemark variables were identified through hypothesis testing. However, the effects of expertise and service orientation on intimacy were not significant especially in local brand. Additional multi-group testing was conducted to explain managerial implication of this research. The research has several marketing implication on service marketing and lovemark theory. For firms, customers'perception of barista's job attributes can generate positive lovemark effect and develop brand loyalty in the service marketing perspectives.