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How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals
International Journal of Market Research ( IF 2.4 ) Pub Date : 2020-06-18 , DOI: 10.1177/1470785320926803 Dong Hoo Kim 1 , Yoon Hi Sung 2 , So Young Lee 3 , Chan Yun Yoo 4
International Journal of Market Research ( IF 2.4 ) Pub Date : 2020-06-18 , DOI: 10.1177/1470785320926803 Dong Hoo Kim 1 , Yoon Hi Sung 2 , So Young Lee 3 , Chan Yun Yoo 4
Affiliation
This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthes...
中文翻译:
自有品牌联系如何影响韩国消费者的广告反应?参考组和信息解释的角色
这项研究探讨了自有品牌联系 (SBC) 如何影响韩国消费者的广告反应,韩国高度重视集体主义文化,尤其是群体导向。合成...
更新日期:2020-06-18
中文翻译:
自有品牌联系如何影响韩国消费者的广告反应?参考组和信息解释的角色
这项研究探讨了自有品牌联系 (SBC) 如何影响韩国消费者的广告反应,韩国高度重视集体主义文化,尤其是群体导向。合成...