This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories of Image, Country Image, and Individual and Celebrity Source Image.
This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories of Image, Country Image, and Individual and Celebrity Source Image.
Contents: C.W. Park Foreword. Preface. Part I: Theories of Image.D.M. Boush S.M. Jones A Strategy-Based Framework for Extending Brand Image Research. L.A. Brannon T.C. Brock Measuring the Prototypicality of Product Categories and Exemplars: Implications of Schema Correspondence Theory. J. Kimura Emergence and Change of Consumer Product Image in Social Constructionism Perspective. P.J. Mazzocco T.C. Brock Understanding the Role of Mental Imagery in Persuasion: A Cognitive Resources Model Analysis. B. Schmitt From Image to Experience. Part II: Country Image.W. Na Y. Son C-H. Kim R. Marshall Building a National Image With Words: The Role of Word of Mouth in Establishing Korea's International Image. D-S. Cho Y-G. Suh Measuring the National Image: The Case of South Korea. G. Larsen V. George The Social Construction of Destination Image: A New Zealand Film Example. K. Jung A-K. Kau Chinese Consumers' Evaluation of Hybrid Country of Origin Products: Effects of Decomposed Elements of Country of Origin Brand Name and Consumers' Ethnocentrism. Part III: Individual and Celebrity Source Image.A.A. Parulekar P. Raheja Managing Celebrities as Brands: Impact of Endorsements on Celebrity Image. S. Yoon P.T. Vargas A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise Among Individualists and Collectivists. K.E. Kahle L.R. Kahle Sports Celebrities' Image: A Critical Evaluation of the Utility of Q Scores. K-H. Han F. de Gregorio A Range of Female Beauties: A Cross-Cultural Analysis of Cosmetics TV Commercials. Part IV: Corporate Image.Y. Yi S. La Well-Matched Employees Make Customers Happy: Effects of Brand-Employee Congruence. C-H. Kim T. Suh Managing the Multidimensionality of Corporate Image: From the Stakeholders' Multilayered Experience Perspective. C.S. Weeks T.B. Cornwell M.S. Humphreys Conceptualizing Sponsorship: An Item and Relational Information Account. Part V: Individual Characteristics and Culture.W-S. Kim D.M. Boush A. Marquardt L.R. Kahle Values Brands and Image. K.I. Powers Image Attributes of Automobiles and Their Influence on Purchase Price Decision. H. Jung Assessing the Influence of Cultural Values on Consumer Susceptibility to Social Pressure for Conformity: Self-Image Enhancing Motivations vs. Information Searching Motivation. T-J. Liao L-T. Bei The Impact of Media and Culture on the Consumption Values of Women in China and Taiwan. Y-C. Shen L-T. Bei C-Y. Wu Cross-Cultural Comparisons of Brand Personality in Print Media: The Case of Mainland China and Taiwan.
Contents: C.W. Park Foreword. Preface. Part I: Theories of Image.D.M. Boush S.M. Jones A Strategy-Based Framework for Extending Brand Image Research. L.A. Brannon T.C. Brock Measuring the Prototypicality of Product Categories and Exemplars: Implications of Schema Correspondence Theory. J. Kimura Emergence and Change of Consumer Product Image in Social Constructionism Perspective. P.J. Mazzocco T.C. Brock Understanding the Role of Mental Imagery in Persuasion: A Cognitive Resources Model Analysis. B. Schmitt From Image to Experience. Part II: Country Image.W. Na Y. Son C-H. Kim R. Marshall Building a National Image With Words: The Role of Word of Mouth in Establishing Korea's International Image. D-S. Cho Y-G. Suh Measuring the National Image: The Case of South Korea. G. Larsen V. George The Social Construction of Destination Image: A New Zealand Film Example. K. Jung A-K. Kau Chinese Consumers' Evaluation of Hybrid Country of Origin Products: Effects of Decomposed Elements of Country of Origin Brand Name and Consumers' Ethnocentrism. Part III: Individual and Celebrity Source Image.A.A. Parulekar P. Raheja Managing Celebrities as Brands: Impact of Endorsements on Celebrity Image. S. Yoon P.T. Vargas A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise Among Individualists and Collectivists. K.E. Kahle L.R. Kahle Sports Celebrities' Image: A Critical Evaluation of the Utility of Q Scores. K-H. Han F. de Gregorio A Range of Female Beauties: A Cross-Cultural Analysis of Cosmetics TV Commercials. Part IV: Corporate Image.Y. Yi S. La Well-Matched Employees Make Customers Happy: Effects of Brand-Employee Congruence. C-H. Kim T. Suh Managing the Multidimensionality of Corporate Image: From the Stakeholders' Multilayered Experience Perspective. C.S. Weeks T.B. Cornwell M.S. Humphreys Conceptualizing Sponsorship: An Item and Relational Information Account. Part V: Individual Characteristics and Culture.W-S. Kim D.M. Boush A. Marquardt L.R. Kahle Values Brands and Image. K.I. Powers Image Attributes of Automobiles and Their Influence on Purchase Price Decision. H. Jung Assessing the Influence of Cultural Values on Consumer Susceptibility to Social Pressure for Conformity: Self-Image Enhancing Motivations vs. Information Searching Motivation. T-J. Liao L-T. Bei The Impact of Media and Culture on the Consumption Values of Women in China and Taiwan. Y-C. Shen L-T. Bei C-Y. Wu Cross-Cultural Comparisons of Brand Personality in Print Media: The Case of Mainland China and Taiwan.
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