Earticle

초록

영어

We examined how different types of brand personality play a role to develop a specific consumers’ expectation toward a brand, and how this expectation works in various ways in different types of brand transgressions. Based on expectancy violation theory and brand transgression research, a 2 (brand personality types: sincerity vs. competence) × 2 (brand transgression types: morality-related vs. competence-related transgression) factorial design was employed. Corporate evaluations and purchase intention toward the brand were considered as dependent variables. We found that a brand having a sincerity personality is more vulnerable to a morality-related transgression. However, there is no difference in consumers’ responses by transgression type for a brand with a competence personality. We identified that brand personality types and transgression types can be critical factors to influence consumers’ responses in times of crisis. Theoretical and empirical implications are discussed.

목차

Abstract
1. Introduction
2. Conceptual Background
2.1. The Role of Brand Personality on Expectations Toward a Brand
2.2. Expectancy Violation Theory: The Role of Brand Personality in Brand Transgression
2.3. The Types of Brand Transgression: Competence vs. Morality
3. Methods
3.1. Stimulus Development
3.2. Samples and Procedures
3.3. Measures
4. Results
4.1. Manipulation and Assumption Check
4.2. Hypothesis Testing
5. Discussion
6. Conclusion
References

키워드

저자

• SoYoung Lee [ Ph.D., Assistant Professor , Department of Journalism, Public Relations, and Advertising, Soongsil University, Korea ]
• Ji Mi Hong [ Ph.D., Assistant Professor, Department of International Business and Trade, School of Global Convergence Studies, INHA University, Korea ]
• Hyunsang Son [ Ph.D., Assistant Professor, Department of Marketing, Information, and Decision Sciences, Anderson School of Management, University of New Mexico, USA ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380