Woonbong Na

Endorsement Theory: How Consumers Relate to Celebrity Models

ABSTRACT The relationship of image congruity and postpurchase dissonance has been reported in the advertising literature. The relationship among dissonance, dissatisfaction, and repeat-purchase behavior is a familiar subject as well. But the juxtaposition of all three constructs has yet to be fully explored. In this research, the incongruity between self-image and the image projected by an advertisement is found to correlate to postpurchase dissonance in the purchasers of lipstick. A follow-up study tracks satisfaction and repeat purchase intentions, and through structural equation modeling, it is established that although satisfaction is not related directly to dissonance, repeat purchase is dependent upon both satisfaction and dissonance.

Complainers versus non-complainers: a multi-national investigation of individual and situational influences on customer complaint behaviour

Abstract One of the least understood areas in customer complaint behaviour (CCB) research is why some customers complain and others do not in similar dissatisfaction situations. Prior research has explored differences in customer characteristics between complainers and non-complainers, but not in association with relevant situational factors. This gap is addressed with a new conceptual framework incorporating two situational variables – customer dissatisfaction and involvement – and two consumer traits – impulsivity and self-monitoring. Several hypotheses about their main and interaction effects are tested in two different contexts, using a survey-based study in three countries (Singapore, South Korea, and the United States). Specifically, it is shown that CCB is positively associated with involvement and impulsivity, and negatively with self-monitoring. Involvement and impulsivity are shown to moderate the association between dissatisfaction and CCB positively, and self-monitoring moderates it negatively. Some implications and directions for future research are also discussed.

Brand power revisited: measuring brand equity in cyber‐space

Purpose – Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to increase their brands’ equity efficiently. This research aims to address the issue.Design/methodology/approach – To measure the strength of cyber brands, prior off‐line research is replicated, taking a customer focus to identify determinate variables. These customer‐focused variables are tested against cyber consumers’ stated satisfaction and site‐visit intention behavior, using regression analysis.Findings – The results satisfactorily justify the suggested model, which has a predictive power ranging from 62 to 72 per cent.Practical implications – The study shows that practitioners intent on raising the power of their cyber brand can be guided by the same model as used off‐line.Originality/value – The major theoretical contribution of the study is to show that there is little difference between measuring and increasing ...

A cross-cultural assessment of the advertising agency selection process: an empirical test in Korea and New Zealand

It is an odd fact that much of the recent work concerning selection of an advertising agency has been drawn from New Zealand samples. As this topic is of burning interest to advertising agencies—and of continuing interest to marketing and advertising academics—it seems an appropriate time to generalise these findings. This is the purpose of the research reported here. Data collected in Korea show that there is surprising similarity in the evaluative criteria used in both countries. The size of the advertising agency selection team does differ, however, as does the power structure within the selection teams in the two countries.

Decision system analysis of advertising agency decisions

Purpose – The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as executives in these firms gain client approval, and design creative, promotional and media strategies.Design/methodology/approach – This study uses DSA. This little‐used technique requires protocol analysis, interviews and observation before transcription of the organizational decision processes into flow charts.Findings – The research first identifies four models, describing four specific decision types, then derives a general model from them. Executives from four agencies not in the original sample later confirms the models. The models generally confirm the existing knowledge base, with a few minor exceptions.Research limitations/implications – This qualitative technique suffers the common malady of the researchers losing objectivity because of their immersion in the case‐companies. Where...

Why buy second‐best? The behavioral dynamics of market leadership

Purpose – In most markets it is possible to identify a brand leader and a number of brand followers. The purpose of this paper is to address the following question: “Why should any consumer purchase a ‘second‐best’ option?”Design/methodology/approach – Consideration of the way in which these two groups of consumers (brand leaders and followers) trade off product attributes (utilitarian benefits, hedonistic benefits and price fairness) during the choice process is made in the study by path analysis of the appropriate structural equation models and then a consideration of the level and the differences between the means of the three variables.Findings – The paper finds that utilitarian attributes are of paramount importance to satisfaction with the brand. This is not in accordance with conventional wisdom, which leads us to believe that price is most important to buyers of second‐tier brands and hedonic considerations most important to buyers of leading brands.Research limitations/implications – The model fi...

Making Sense of Marketing Decision Systems through Pictorial Representation: Decision System Analysis

Abstract Decision system analysis is a conceptually simple technique that maps the process of group decisions over time. The data is gathered in a variety of ways, but most often some form of protocol analysis is the foremost tool. The data is then condensed and depicted as a flowchart for a specific decision. If several such flowcharts can be assembled within an industry, they can be melded together to form a generic guide that is very useful to practitioners and very interesting to theorists. Here, a brief history of the development of the technique leads to a description of the process. This is followed by a comparison to cognitive mapping (a similar technique applied to mapping thought processes rather than physical processes), and an illustrative longitudinal example of DSA.