How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Author:

Kim Dong Hoo1,Sung Yoon Hi2ORCID,Lee So Young3,Yoo Chan Yun4ORCID

Affiliation:

1. Inha University, Korea

2. The University of Oklahoma, USA

3. The University of Texas at Austin, USA

4. Saint Joseph’s University, USA

Abstract

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. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. That I can wait: The effect of promotion framing on consumer preferences;International Journal of Market Research;2024-03-20

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