• Asia Marketing Journal
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• v.10 no.4
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• pp.1-33
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• 2009

This research investigates the effect of brand-self identification on brand attachment and brand commitment focusing on luxury brand. Another purpose of this study is to examine how the relationships among brand identification, brand attachment and brand committment are moderated by consumers' regulatory focus. Structural Equation Modeling using 214 questionnaires was conducted to test hypothesized model. The results reveal that perceived luxury brand personality including excitement, competence, and sophistication influences brand-self identification positively, which in turn has a signifiant positive effect on the brand attachment. It is also found that consumers' emotional attachment to luxury brands has a positive influence on the luxury brand commitment while the effect of the brand-self identification on the brand commitment is not signifiant. This finding strongly supports that brand attachment and brand commitment are distinct construct, which confirms the results of the previous studies. In addition, the results show that consumers-luxury brands relationships are moderated by consumers' regulatory focus. This finding explains that prevention-focused individuals who have interdependent self-view respond to the loss caused by relationship break more sensitively compared to the promotion-focused consumers. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.

• Asia Marketing Journal
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• v.13 no.3
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• pp.265-274
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• 2011

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was perceived as too innovative, the New SM5 was treated as an old car by the target customers of the mid-size car. While the two leading brands struggled to attract customers, KIA K5 found a new market space by identifying and focusing on the lucrative replace and up-grade demand segment and filling the gap between the current product category values and the emerging mid-size car category values. The K5 found the right values that customers need and successfully articulated the values to the customers. This case study illustrates that a successful positioning strategy can be effectively employed to attract customers in the saturated car manufacturing industry. This case can be summarized as the successful positioning strategy of KIA K5 is comprised of four primary pillars: design innovation, market analysis, STP (segmentation, targeting, and positioning), and launch strategy. The KIA K5 case study provides valuable insights and implications for many other companies that are planning to find a proper positioning strategy for their own business.

• Asia Marketing Journal
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• v.13 no.1
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• pp.27-50
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• 2011

In today's market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer's recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and in-depth interview are summarized as follows. First, 9 tie-in promotion tools were extracted: tie-in price reductions, tie-in coupons, tie-in membership, tie-in contests, tie-in premiums (tangibility, intangibility), tie-in payment terms, tie-in sample, tie-in event(culture event, charity event, experience event) and tie-in fund·rebate. Second, 3 categories of the recognition of the consumer for tie-in promotion were extracted: features of preferred tie-in promotion, expectation benefit of tie-in promotion, and risk factors of tie-in promotion. Especially, at the aspect of features of preferred tie-in promotion, fit between consumer pursuit benefit and tie-in promotion was found to be interesting. Moreover, the recognition of the consumer for tie-in promotion were divided with positive(preferred tie-in promotion features, expectation benefit of tie-in promotion) and negative(risk factors of tie-in promotion) factors. In conclusion, the company's effort will be necessary to lower the perceived risk level occurring from the process of accomplishing the tie-in promotion strategy since consumers recognize both positive and negative effects of tie-in promotion.

• Asia Marketing Journal
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• v.12 no.1
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• pp.51-79
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• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Korean Journal of Culture and Social Issue
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• v.22 no.2
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• pp.203-222
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• 2016

Previous research has demonstrated that imagined contact is useful to reducing prejudice against minorities (e.g. Turner & Crisp, 2010). In this research, we investigated whether imagined contact increases attraction to physically unattractive women, and whether this effect is moderated by perceiver's physical attractiveness and appearance orientation in romantic relationships. Single male participants (n = 98) responded to items assessing their physical attractiveness and appearance orientation, and then were randomly assigned to one of the two conditions. In the imagined contact condition, participants were told to imagine communicating with a physically unattractive woman and come up with some interesting things about her. In the control condition, participants were told to simply imagine a physically unattractive woman. Next, participants saw a picture of a physically unattractive woman and rated her likeability, perceived attractiveness, and willingness to ask her out, which were averaged to form the composite measure of attraction. We found a significant main effect of imagined contact, as expected. This main effect was moderated by appearance orientation, but not by perceivers' physical attractiveness. The effect of imagined contact was significant among those low in appearance orientation, but not among those high in appearance orientation.

• Asia Marketing Journal
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• v.10 no.1
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• pp.95-131
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• 2008

This study serves the main research purpose of verifying the hypothetical relationship between antecedent and consequence variables of shopping experience based on the classification system by Schmitt (1999) who dimensionalized experience into five components (sense, feel, think, act, relate). Specifically, the study seeks to fulfill the following three research objectives. First, it substantiates dynamic relationships among the five experiential components comprising the strategic experiential modules that serve as the basis of the theoretical framework of the study. Especially, it focuses on interactive relationships among the experiential components by taking a holistic view of the experience. Second, the study seeks to uncover the effects of pre-experiential antecedents such as shopping motivation and shopping involvement, based on taxonomy of motivation as product-centered vs. experience-centered. Third, the study investigates the effects of shopping experience on intention to revisit with regard to department store, discount store, and Internet shops, based on customers' store experiences. The major findings from this study are as follows: first, the five experiential components were found to have a high level of correlations according to hypothesis verification. Second, shopping motivation was learned to have significant effects on preference toward thinking as well as feeling experiences. That is, product-centered (vs. experience-centered) shopping motivation exerted a greater influence on cognitive (vs. affective experience than affective (vs. cognitive) experience.

• Korean Journal of Culture and Social Issue
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• v.24 no.1
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• pp.29-47
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• 2018

Do social situations have an impact on an individual's information processing and emotional experiences? Two studies were conducted to investigate relationships between self-reference effects, emotional experiences and social information processing. Study 1 examined whether biases favoring self-related stimuli could occur automatically. Participants had to judge whether sequential geometric shape-label pairs matched or mismatched. The results showed that self-related stimuli are more rapidly processed than friends/others-related stimuli. In Study 2, the participants had to recall items which were presented with different instructions (either chosen by a friend or by the computer). Here we explored whether the self-reference effect is reduced in a social learning condition. When comparing the social learning condition (seated in pairs) with the nonsocial learning condition (seated alone), the participants recalled more self-related words in the nonsocial learning condition than in the social learning condition. Importantly, the automatic self-reference effect disappeared in the social learning condition. More friends-related words were recalled in the social condition than self-related words. In addition, while tasting chocolates, the participants judged them to be more likeable in the social condition than in the nonsocial condition. These results implicated that social processing can be useful for reducing the automatic self-reference effects and shared experiences are perceived more intensely than unshared experiences.

• Asia Marketing Journal
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• v.8 no.2
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• pp.63-91
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• 2006

This study conducted in-depth interviews with 5 successful and 6 unsuccessful sales persons and analyzed their activities to further clarify the concepts of learning orientation, performance orientation, working smart, working hard and adaptive selling which have been reported as antecedents of sales persons' performances. We found that successful sales persons had their own distinctive characteristics. First, they regarded their selling activities as a part of their lives, not as a task, and were proud of themselves. Second, they perceived their weaknesses from most of activity areas, voluntarily participated in educational programs, and studied not only their products but also competitive products. Third, successful sales persons conducted customer-oriented activities. They collected data on their customers' personal records, developed customer typology by styles or personalities, and consulted their customers using those data. Fourth, successful sales people carefully prepared their meetings with customers across steps in selling processes and they did their best to develop long term relationship with their customers. These results provide useful implications about objective evaluations on sales persons' customer orientations and adaptive selling abilities, and also clarify the concepts of 'working smart' and 'adaptive selling'.

• Korean Journal of Culture and Social Issue
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• v.19 no.2
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• pp.159-178
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• 2013

The purpose of this study was to 1) replicate the Wells effect(i.e., reluctance to rule against the Defendant solely on the basis of probabilistic evidence) in Korea and 2) examine the validity of an Alternative explanation(i.e., perception of risk of wrong verdict). In study 1(n=46), mock jurors in the tire-tracks condition were reluctant to rule against the defendant based on their perceived probability and this pattern was not resulted in the tire-tracks-belief condition. Therefore, the Wells effect was replicated in Korea. In study 2(n=70), we manipulated the participants' perception of risk of wrong verdict. That is, participants who were assigned in the high risk perception of wrong verdict were informed that if the defendant were found guilty, the defendant would get considerable demage both in finance and reputation of the company. Participants in the low risk perception of wrong verdict condition were informed that these demage would not be great. The results revealed that the Wells effect was pronounced in the high risk perception of wrong verdict condition. That is, participants were more reluctant to rule against the defendant when they perceive the significance of the result of wrong verdict as high. Limitations of the study and the directions for future study were discussed.

• Korean Journal of Culture and Social Issue
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• v.17 no.1
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• pp.1-17
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• 2011

The purpose of this research is to analyze male oriented military culture and gender discrimination. It examined whether the experience of military service would affect the attitude of Korean college students, gender role identity, and sexism by classifying 317 college students into three groups; males who have completed military service, males who haven't completed military service, and a female group. Research results are as follows: First, in general military experience did not enhance awareness of gender identity nor affect attitudes toward gender discrimination, but significantly enhanced masculinity in some males who completed military service was a major factor in strengthening masculinity and benevolent sexism. Second, males who completed military service and women had a more positive view of the military than males who had yet to serve in the military. Third, regardless of military experience and gender, military experience was perceived to enhance benevolent sexism towards women. Fourth, all three groups showed a strikingly positive correlation in hostile sexism and benevolent sexism. However, they did not show a significant difference in the correlation of groups. Tough these results indicate that deep-rooted gender discrimination in Korean society is enhanced by military experience, it also confirms the significance and impact of the reality of the military ideology.