Wonjun Chung

A strategic response to the financial crisis: an empirical analysis of financial services advertising before and during the financial crisis

Purpose – This paper aims to investigate how the US financial services organizations (FSOs) provided marketing information and the way they strategically used various appeals through their advertising before and during the current financial crisis.Design/methodology/approach – This takes the form of a content analysis examining a total of 2,480 financial services ads (FSA) in print magazines within two periods – the two years before the crisis (2005 to 2006) and the two years during the crisis (2007 to 2008).Findings – This study showed three significant findings: because of the economic struggle, there was a significant decline across the two periods in the total number of yearly FSA; the economic crisis led to a significant increase in the use of informational message strategies across all FSOs; and financial value and atmospherics appeals were predominant after the crisis. However, each FSO used appeals in a different way.Research limitations/implications – This study focused on only print media. A fut...

Changes in Advertising Strategies During an Economic Crisis: An Application of Taylor's Six-Segment Message Strategy Wheel

Between 2005 and 2009 financial service organizations in the United States altered their advertising messages in response to changing economic conditions brought about by a sustained recession. This analysis of print magazine advertisements for banks, credit cards, investment firms, and insurance providers demonstrates that financial service advertisers shifted away from transformational approaches in favor of informational approaches. Credit card companies were slower to change their strategies than were bank, investment, and insurance companies. The results of this analysis support the argument that advertising serves the role of providing market information and that the nature of such information is determined by economic conditions.

Analysis of the Interactive Relationship Between Apology and Product Involvement in Crisis Communication: An Experimental Study on the Toyota Recall Crisis

This study explores the interactive relationship between apology, as a crisis-response strategy used in the current Toyota recall crisis, and product involvement in influencing the restoration of the organization’s reputation and customers’ future purchase intentions. The authors measured the impact of the interaction between participants’ perception of an apology and their product-involvement levels using a 2 (perception of apology: high sincerity vs. low sincerity) × 2 (product involvement: high vs. low) experiment design. The results showed that an apology was an effective strategy for repairing the organization’s reputation for those participants who were highly involved and perceived the strategy as highly sincere, but it did not increase their purchase intentions.

The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games

This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed country image contributed to its product image. A quasi-experimental research design was used, with surveys taken two months before and two months after the event. The results showed that hosting the Olympics significantly improved the country image of China but did not affect the image of its products in a positive way.

Professionalism in Public Relations Pedagogy: A Comparative Analysis of Public Relations Curricula among the United States, the United Kingdom, and South Korea.

Based on a concept of professionalism, this study analyzed and compared current public relations curricula of higher education among the United States, the United Kingdom, and South Korea. In terms of three educational orientations, results indicated that public relations education in the United States is the most balanced among theoretical, skill-based, and practical content; U.K. schools offer more theoretical courses, and South Korean schools are significantly more concerned with skill-based and practical courses.

Analysis of the Interactive Relationship Between Apology and Product Involvement in Crisis Communication: Study on the Toyota Recall Crisis

This study explores the interactive relationship between apology, as a crisis-response strategy used in the current Toyota recall crisis, and product involvement in influencing the restoration of the organization’s reputation and customers’ future purchase intentions. The authors measured the impact of the interaction between participants’ perception of an apology and their product-involvement levels using a 2 (perception of apology: high sincerity vs. low sincerity) × 2 (product involvement: high vs. low) experiment design. The results showed that an apology was an effective strategy for repairing the organization’s reputation for those participants who were highly involved and perceived the strategy as highly sincere, but it did not increase their purchase intentions.

Community relations dealing with a not in my back yard (NIMBY) context: An experimental application of situational theory of publics and social exchange theory

Purpose This paper investigates whether building a nuclear power plant in a community would inherently bring local conflict phenomena such as “not in my back yard (NIMBY)”, focusing especially on the interactive effect between different types of local publics and their exposure to either a supportive or opposing message about a hypothetical local governmental plan to build a nuclear power plant on community participation intentions. Design/methodology/approach Applying the two theoretical frameworks (situational theory of publics and social exchange theory) to NIMBY, this study used a quantitative approach by using 471 participants in a 4 (publics: active, aware, aroused or inactive) × 2 (advocacy message type: supportive or opposing message) experimental design. Findings The results showed that regardless of message types, active publics were more likely to participate in community activities than any other public, but this group strongly opposed the harmful facility, while inactive publics continued to be inactive. However, aware and aroused publics were significantly influenced by messages. Originality/value The rationale and findings of this research are original, as they have not been published previously, and are not being simultaneously submitted elsewhere. This research should contribute to the broad body of knowledge and practices in community-based conflict issues in terms of risk management. It is believed that the discussion and implications of the findings should raise interesting areas for further research.

Online Games as a Component of School Textbooks: A Test Predicting the Diffusion of Interactive Online Games Designed for the Textbook Reformation in South Korea

Currently, the South Korean government is in the process of transforming school textbooks from a paper-based platform to a computer-based digital platform. Along with this effort, interactive online educational games (edu-games) have been examined as a potential component of the digital textbooks. Based on the theory of diffusion of innovations, this study examined how 4th, 5th, and 6th grade students perceive an interactive online edu-game and whether or not their communication attributes predict their willingness to diffuse the game. A hierarchical regression analysis revealed that four perceptions of the innovation – relevant advantage, complexity, compatibility, and observability – were statistically significant predictors of students’ willingness to diffuse an online edu-game as indicated by the theory of diffusion of innovations, while only trialability was not. Based on these results, this study provides some implications for the diffusion of interactive online educational games as a potential component of the digital textbook.

Analysis of the Interactive Relationship Between Apology and Product Involvement in Crisis Communication

This study explores the interactive relationship between apology, as a crisis-response strategy used in the current Toyota recall crisis, and product involvement in influencing the restoration of the organization’s reputation and customers’ future purchase intentions. The authors measured the impact of the interaction between participants’ perception of an apology and their product-involvement levels using a 2 (perception of apology: high sincerity vs. low sincerity) × 2 (product involvement: high vs. low) experiment design. The results showed that an apology was an effective strategy for repairing the organization’s reputation for those participants who were highly involved and perceived the strategy as highly sincere, but it did not increase their purchase intentions.