Browsing by Author "Kim, Dong Hoo, 1977-"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
Item The interplay of regulatory focus and brand personality on persuasion in advertising(2011-05) Kim, Dong Hoo, 1977-; Sung, Yongjun; Choi, Sejung MarinaThis research experimentally investigated the interactive effects of regulatory focus and brand personality on persuasion in advertising. Specifically, the study sought to know whether the interplay would increase a positive attitude toward the advertisement, the brand and purchase intention. The results of this present research showed that excitement brand personality was concerned with a promotion focus and when an exciting brand is advertised with a promotion focused message, the effectiveness of the advertisement was increased. In contrast, competence brand personality was concerned with prevention focus and when a competent brand is advertised with a prevention focused message, the effectiveness of the advertisement was increased.