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        검색결과 872

        142.
        2020.11 구독 인증기관 무료, 개인회원 유료
        How much do you like a person who loves the brands you hate? We investigated an effect we call the brand negativity bias, which occurs when an unfavorable brand reduces the attitudes toward an associated target product or person. Using a person perception paradigm in the context of brand placements, Experiment 1 established that unfavorable brands reduced attitudes toward a new digital product (i.e., a movie) in which the brand was placed. Experiment 2 showed this effect was driven by a reduced ability to connect with the character in the movie who was associated with an unfavorable brand in two serial processes (lower perceived similarity leading to lower empathy). These results provide the first evidence showing how unfavorable brands can reduce empathy between people. Supporting the brand negativity bias, we found that unfavorable brands yielded stronger effects across every evaluative outcome suggesting that unfavorable brands held more influence over consumer judgment compared to favorable brands. Lastly, these results add a layer of complexity to B2B partnerships and tell a cautionary story of when unfavorable brand associations transfer between entities.
        4,600원
        146.
        2020.11 구독 인증기관 무료, 개인회원 유료
        The social media influencer (SMI) phenomenon is attracting attention from academia and business. A SMI refers to an individual who has accumulated a sizable social network of followers and thereby has influence over others (Ki et al., 2020). Due to the influence SMIs possess, an increasing number of brands are approaching SMIs and asking them to create and share branded content that includes product placements or brand recommendations. This practice is commonly referred to as influencer marketing. Reflecting the trend of influencer marketing, this study investigated: (1) whether consumers are ‘inspired-by’ SMIs and ‘inspired-to’ adopt the exemplars of SMIs (e.g., SMIs’ lifestyles, styles, and recommendations) as their social defaults that provide desirable standards that consumers will like and follow, and if so, (2) what are its causal factors and effects, and (3) whether the inspiration mechanism between SMIs and consumers differs between male and female consumers. In so doing, we drew on social defaults theory (Huh et al., 2014) and customer inspiration theory (Böttger et al., 2017).
        4,000원
        151.
        2020.11 구독 인증기관 무료, 개인회원 유료
        The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.
        4,000원
        155.
        2020.11 구독 인증기관 무료, 개인회원 유료
        The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.
        4,000원
        158.
        2020.11 구독 인증기관·개인회원 무료
        In this study, we theorize that the way consumers communicate on social media (“liking”2 vs. posting) leads to consequential preferences for luxury products. Specifically, for light users, who spend less than one hour on social media, “liking” (vs. posting) strengthens (vs. weakens) preference for social value-framed luxury products (i.e., creates a good impression to others) compared to functional value-framed products (i.e., superior quality). This contrasts with heavy users, who spend more than two hours on social media, where posting (vs. “liking”) strengthens (vs. weakens) preference for social value-framed luxury products compared to functional value-framed products. Thus, the relationship between social media interaction (“liking” vs. posting) and preference for luxury products is conditionally mediated by communication expectation with others. Both the direct effect and indirect effect are moderated by the time spent on social media and luxury value type.
        159.
        2020.11 구독 인증기관·개인회원 무료
        Employing national consumer panels in the US and Korea (N = 767), this research examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent such evaluations are influenced by different cultural backgrounds (Individualism vs. Confucianism) and sexual self-schema (SSS) levels.