• Journal of Digital Convergence
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• v.10 no.10
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• pp.155-163
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• 2012

This study investigated Korean TV advertising's creative strategy and trend. To achieve the goal, we conducted content analysis for prime time TV advertising messages (KBS, MBC, SBS). We found that Korean TV advertising contents showed more direct messages than indirect messages, much relationship between ads messages and product, more brand in advertisements, little humor, relatively many celebrities in ads. and much importance on the reputation of the firm. The findings will be a significant source regarding promotion strategy for global company who plans to enter into Korean market.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.01a
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• pp.191-192
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• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising type into loss and gain frame and examine the effect on brand attachment, The effect of scarcity advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was not statistically significant. It also showed that scarcity was not emphasized or emphasized or had no effect on brand attachment. That is, the more emphasis on gain in advertising frame and the less pressure on scarcity, the more effective ad type for brand attachment.

• Journal of the Korea Convergence Society
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• v.10 no.6
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• pp.139-146
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• 2019

In this study, we examined how consumers who experience HMD virtual reality advertising differ in their ad attitudes and memory effects according to Presence (cognitive presence, emotional presence, media presence) and engagement level. Particularly, in the case of memory effect, the information that the user memorizes through the advertising is divided into "Attribute-Related Memory (ARM)" and "Global-Related Memory (GRM)" Respectively. First, the attitudes toward HMD based virtual reality ads are positive regardless of the type of presence. Second, in the virtual reality advertising, if the level of engagement is low, ARM that memorizes the information of the product attribute is increased, whereas if the level of engagement is high, the GRM which is the memory of the attitude-based evaluation information about the product is increased appear. Third, if cognitive presence and media presence are low, then ARM is more memorable than GRM.

• Journal of the Korea Society of Computer and Information
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• v.19 no.11
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• pp.183-192
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• 2014

With the rapid mobile phones and global diffusion of mobile marketing it is very important to understand cross-national consumer attitude and behavioral intentions toward mobile marketing as a promotional channel. Some areas of mobile advertising still need more investigation. Especially, the topic about consumer attitude toward mobile advertising has been received a considerable amount of attention. Based on the Technology Acceptance Model (TAM), this study investigates the relationship between characteristic of mobile advertising and purchase intention toward mobile advertising, and analyzes moderating effect of country type. The result of this study could help researchers and practitioners to understand which factors should be managed to increase the effectiveness of mobile advertising.

• Journal of the Korean Society of Costume
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• v.61 no.10
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• pp.119-134
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• 2011

The present study proposes and tests an integrative model for global consumers to examine the relation among fashion marketing mix, brand attitude, brand loyalty, and purchase intention in the jeans market. The questionnaire surveys 692 consumers in the United States, China, and France. The statistical analysis methods that are used are as follows: frequency analysis, factor analysis, SEM analysis, and multi-group analysis. The results show that fashionability, perceived quality, and advertising have a direct and also a positive effect on brand attitude; however, advertising didn't have a direct effect on purchase intention. In addition, the results of the SEM analysis show that brand attitude leads to brand loyalty, while also showing a direct and indirect positive effect on purchase intention. Furthermore, the multi-group analysis reveals significant differences in SEM among countries such as the United States, China, and France.

• Journal of Korea Trade
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• v.25 no.3
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• pp.87-115
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• 2021

Purpose - Brand equity has emerged as an indispensable marketing tool for firms engaging their business in developing nations. This study proposes that the country of origin image and advertising will affect the Korean brand equity formation, which leads to repurchase intention of Korean brands. In the study, attitude factors are applied in brand equity theory to predict repurchase intention of Korean brands. Cognitive brand equity, such as brand awareness, brand association, brand image and attitudinal brand equity, such as perceived quality and brand loyalty are considered with regards to their attitude towards the Korean brand. Design/methodology - A total of 178 Myanmar consumers out of 200 participants who have used Korean brands answered the survey and data were analyzed through SmartPLS 3.3.2 version. PLS-SEM is considered a more suitable analysis to pin down and evaluate the cause-effect relationship among all of the constructs with relatively complex models. Findings - Our results substantiate that the country of origin image positively affects brand awareness, brand associations, and brand image and advertising awareness positively affects brand awareness. Brand awareness gives positive effect only on brand association, which sustains a positive effect on brand image and brand loyalty. Brand image only has a positive effect on perceived quality, which again affects repurchase intention and brand loyalty. Brand loyalty also shows a positive effect on repurchase intention. Originality/value - Brand equity dimensions were viewed as cognitive and attitudinal outcomes of brand equity which affects repurchase intention. The drivers of brand equity were considered from the perspective of country of origin image that firms cannot control or mange, and advertising awareness which firms can control and manage. The findings also explored the relationships between cognitive and attitudinal brand equity.

• Korean journal of communication and information
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• v.47
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• pp.96-119
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• 2009

Although there ate many studies on cross-cultural comparison of advertising appeals, very little is known about how receivers from different cultures process visual images in global advertising. The purpose of this study is to examine how cultural differences between East Asians and Westerners influence the cognitive process of visual images from standardized global advertising by employing the Nisbett's framework of holistic/analytic thought. Nisbett contends that East Asian tend to attend to the context and the relations between objects and contexts as holistic thinkers while Americans tend to see the worlds analytically. The results of a experimental study conducted using 80 subjects from Korea and the United States suggest that Korean participants are more likely to mention relatively peripheral, nonsalient, or background information than are American participants. Thus, this study support the Nisbett's notion that East Asians are more sensitive to contextual information than are Westerners and challenge the belief that standardized visual images are part of a "universal language".

• Journal of Digital Convergence
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• v.18 no.7
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• pp.389-395
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• 2020

Female empowerment advertising campaigns are easily observed in the United States and European countries whereas it is rarely found in Korea. Thus, this study is designed to analyze female empowerment advertising campaigns so-called femvertising through a case analysis method. The case analysis is often employed in the field of advertising and other social sciences, especially is helpful in finding current trends. Study results found that themes of global femvertising campaigns could be categorized into 'redefining women's beauty', 'gender equality', 'education', and 'leadership'. The objective of these femvertising campaigns is to change perspectives of the society on women and change men's perspective. In terms of product category by global femvertising campaign companies, it varies from consumer goods, IT & electronics, automotive, finance, toy, non-profit organization to press. In general, femvertising targets women, but some femvertising campaigns also target men. This study also provides implications in regards with media usage strategy and advertising planning strategy.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.105-125
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• 2001

A rapid in increase in population of Internet users made the Internet appeared to be an important advertising medium. Under this situation, one of important research issues will be one related to measurement of Internet advertising effect. This study was carried out with three following projects which set up on the basis of the Modified Elaboration Likelihood Model of Cho(1999). (1) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels. (2) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and website types. (3) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and banner advertisement types. The experiment was conducted in a manner that virtual websites and banner advertisements produced for the purpose of this study were classified into eight groups according to the product involvement levels, website types and banner advertisement, and then questionnaire sheets were filled out. The results of empirical analysis are summarized by the research projects as follows. (1) The banner click, advertising attitude and buying intention according to the product involvement levels were not significant. (2) There was no significant difference in the banner click according to the product involvement levels and website types. In the advertising attitude, there was a significant effect of interaction, whereas in the buying intention there was no significant effect of interaction. (3) There was a significant difference in the banner click by the product involvement levels and banner advertisement types. Concretely the click rate appeared to be high in literal banner advertisement for a product with high involvement and in pictorial banner advertisement for a product with low involvement. It is expected that this study can provide Internet advertising researchers and managers with theoretical and the practical informations.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.491-513
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• 2001

It has not been a long time since a comparative advertising was emphasized in the advertising industry and academics. The issue is whether comparative advertising is more effective than noncomparative advertising, and if it is true, then under what conditions it is more effective. Based upon previous research results and expertises' opinions, the authors try to figure out the hierarchy of comparative advertising effect and its determinants. The objective of this exploratory study is to develop a conceptual model on comparative advertising effect and research propositions. This model would provide us with broader understanding on comparative advertising, practical guidelines for comparative advertisement production, and foundations of developing more detailed model on comparative advertising effectiveness.