Mark Yi-Cheon Yim

The Impact of Stereoscopic Three-Dimensional (3-D) Advertising

The popularity of stereoscopic 3-D technology is encouraging advertisers to adopt this format as a new advertising tool in diverse contexts. This research investigates the impact of nonglasses and glasses types of stereoscopic 3-D advertising, and proposes a theoretical model examining the role of presence in advertising effectiveness. Due to their power to increase presence, both stereoscopic 3-D advertising formats have a significantly stronger impact on diverse marketing variables than flat 3-D advertising. A structural equation model reveals the process through which presence affects advertising effectiveness by enhancing enjoyment and increasing perceived product knowledge. In addition, the moderating effects of novelty and cybersickness on presence are identified.

Drivers of attitudes toward luxury brands

Purpose – Limited attention has been paid to the cultural influences on the formation of consumer attitudes toward luxury brands (LUX). The purpose of this paper is to investigate this relationship by developing a model that additionally employs the constructs of susceptibility to normative interpersonal influence (SNII) and brand consciousness (BCO). Design/methodology/approach – Sample data were gathered through surveys administered to 383 college students in the UK and Taiwan. The model of cultural influences on attitudes toward luxury brands was empirically tested using multi-group structural equation modeling to evaluate its applicability across the two countries. Findings – Results are presented in two parts: first, the exogenous construct part of the model establishing the reliability and validity of the cultural dimension constructs (horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism) that are antecedent to consumer SNII and 2) the endogenous part ...

In-Store Video Advertising Effectiveness

ABSTRACT The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a head-mounted mini-camera to identify the extent to which in-store video advertising appeared in consumers9 field of view. Study 2 evaluated recall and recognition of in-store video advertising. Finally, Study 3 manipulated the format of in-store video advertising to identify factors that might enhance recognition. Data reveal that, despite relatively brief exposure, in-store video advertising can be effective in generating increased recall, recognition, brand familiarity, and purchase intention.

Social Networks and Media Brands: Exploring the Effect of Media Brands’ Perceived Social Network Usage on Audience Relationship

The proliferation of social media such as Facebook, Twitter, and YouTube has brought dramatic changes in consumer’s media consumption behavior. With more and more consumers participating in some forms of social media, these platforms have become important means of consumer engagement. From a branding perspective, such a two-way communication mechanism creates viable channels for ongoing dialogues and long-term bonds between companies and customers. Social networks’ branding potential, especially in the context of relationship building, seems to offer traditional media which were handicapped by the one-way communication mechanism an opportunity to connect with audiences more effectively in an increasingly competitive marketplace. This chapter empirically examines the contribution of social networks as a branding tool for media products from the relational perspective. It investigates if the perceived use of social networks by a media brand plays a role in enhancing its brand equity and in consumer’s intention to develop a relationship with the brand. Specifically, the chapter addresses the relationship between consumer’s perceived social network usage by a media brand and the “perceived relationship investment” (PRI) of that brand; association between PRI and consumer-based brand equity (CBBE); the effect of a media brand’s CBBE on an audience’s intention to develop a relationship with that brand; and the relationship between an audience’s PRI of a media brand and his/her intention to build a relationship with that brand.

Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games

ABSTRACT This current study explores how stereoscopic three-dimensional (3-D) dimensionality affects the process by which viewers’ memory of brand names embedded in a soccer game is formed compared to the memory process in traditional 2-D display. To this end, we conduct two studies: a qualitative observation using an eye tracker; and an experiment to identify the difference and similarity of the viewing process across these two display technologies. Statistical test results reveal that sports involvement enhances viewers’ attention to a sports game, which is moderated by game enjoyment and negative viewing experience generated from the media features. Most importantly, it is found that as viewers pay more attention to a sports game in stereoscopic 3-D display, they are less likely to remember the brands embedded in the stadium, while the opposite is found in 2-D display. More findings and implications are discussed in the discussion section.

I Am Feeling Back to Those Days: The Three-Way Interaction Effect of Nostalgia, Age, and Gender on Youthfulness in Nostalgia Advertising: An Abstract

Although the extant literature on nostalgia’s positive effects might support the belief that it is an effective marketing communication strategy, it is unreasonable to predict that its effectiveness can be generalized to nearly all consumers. Two studies are conducted in a different context to test how each group of consumers by age and gender responds to nostalgic feelings. Study 1 manipulates nostalgia through narrative writing tasks, and Study 2 replicates it through experimenter-generated print ads. The results across two studies consistently reveal a significant three-way interaction effect of nostalgia, age, and gender on consumers’ perceived youthfulness. Specifically, older women tend to feel less youthful than older men when nostalgic feelings are induced. Our mediated moderation analysis shows that these differences in older adults’ perceived youthfulness are due to self-discrepancy between current and ideal body image. Furthermore, we identify that nostalgic feelings in advertising benefit as a marketing communication strategy because they generate positive emotions initiated by youthfulness, resulting in positive attitudes toward the ad. The theoretical and practical implications of these findings are discussed, and future research directions are offered.

ARE CELEBRITY ENDORSEMENTS NECESSARY IN CAMPAIGNS FOR LUXURY BRANDS

Many information sources have reported that celebrity endorsements of luxury fashion brands are considered one of the success factors that enhance the growth of luxury markets. Yet two contrasting views are held as to whether or not celebrity endorsements are necessary for luxury brands. One view in support of celebrity endorsements for luxury brands insists that the use of celebrities generally provides many beneficial advantages, serving as a good communication tool. Specifically, the celebrity endorsements are effective in increasing ad viewers’ attention, polishing brand images, introducing new brands, and repositioning existing brands (Erdogan, 1999), enhancing message recall (Friedman & Friedman, 1979), and generating favorable attitudes toward ads and brands (Atkin & Block, 1983). Above all, brands endorsed by celebrities often obtain high brand awareness, resulting in a rapid sales increase (Ruiz, 2008). In contrast, the other view is more concerned with the diminished luxuriousness that is overshadowed by celebrities, rather than realizing an immediate increase in sales (Dubois, Laurent, & Czellar, 2001). Celebrity endorsements in ads are expected to increase brand awareness and simultaneously reduce the brand rarity impacting a qualification for status, which is central to brand luxuriousness in particular (Berry, 1994). The publicly recognized brand names would draw more attention from average consumers than from rich consumers, as the wealthier are the less influenced by celebrity endorsements (Gaudoin, 2013). In addition, considering that luxury brands are already constructed with well-defined brand meaning and personalities, using non-celebrity endorsers with luxurious images would be as effective as using celebrity endorsers in terms of improving brand luxuriousness (Okonkwo, 2007). As such, celebrity-endorsed luxury branding strategies seem to be questionable, though they are popularly being adopted. The current study aims to reveal the overall effectiveness of the use of celebrity versus non-celebrity endorsers on consequential consumer evaluations and highlight the importance of congruence between the brand and the endorser (match-up).