THE INFLUENCE OF IMPLICIT SELF-THEORIES ON CONSUMER EVALUATIONS OF LUXURY BRAND APPEALS IN ADVERTISING
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2015.06
- 5페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Jaehwan Kwon, Dongwoo Ko, Yuri Seo
영어 초록
This study demonstrates how consumers’ implicit self-theory orientations (Entity vs. Incremental) relate to their perceptions of luxury brand appeals (Functional vs. Non-functional). Specifically, our experiments show that the entity theorists are likely to value the hedonic appeal of luxury brands, whereas incremental theorists value their functional appeal. The study provides useful insights for managers for designing advertising messages and their positioning strategies for luxury brands.
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