KOREASCHOLAR

DOES INFORMATION ORDER MATTERS? THE INTERPLAY OF INFORMATION ORDER, GENDER, AND CONSTRUAL LEVEL IN CAUSE-RELATED MARKETING COMMUNICATION

Xina Yuan, Jungmin Jung, Feng Xiong, Sha Cai
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372482
Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.297-302
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The study finds placing informational message first generates increased brand attitude for female consumers, while males prefer informational message placed last. High construal level leads to increased brand attitude for both males and females, low construal level consumers do not differ significantly in brand attitude across information order or gender.

Table Content
ABSTRACT
 INTRODUCTION
 REFERENCES
Author
  • Xina Yuan(School of Management, Xiamen University, China)
  • Jungmin Jung(Bang College of Business, KIMEP University, Korea)
  • Feng Xiong(School of Management, Xiamen University, China)
  • Sha Cai(School of Management, Xiamen University, China)