Proceedings of the Korean Society of Computer Information Conference (한국컴퓨터정보학회:학술대회논문집)

Korean Society of Computer Information (한국컴퓨터정보학회)
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The Relationship between Type of Ad Framing and Brand Attachment

광고 프레이밍 유형과 브랜드 애착의 관계 연구

  • Hong, Jaewon (Dept. of Global Trade, Gyeongnam National University of Science and Technology) ;
  • Park, Seungbae (Dept. of Industrial Management, Seoil University) ;
  • Woo, Sang-Chul (Dept. of Hotel Management, Korea Tourism College)
  • 홍재원 (경남과학기술대학교 글로벌무역통상학과) ;
  • 박승배 (서일대학교 산업경영과) ;
  • 우상철 (한국관광대학교, 호텔경영과)
  • Published : 2019.01.16
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Abstract

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising type into loss and gain frame and examine the effect on brand attachment, The effect of scarcity advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was not statistically significant. It also showed that scarcity was not emphasized or emphasized or had no effect on brand attachment. That is, the more emphasis on gain in advertising frame and the less pressure on scarcity, the more effective ad type for brand attachment.

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