Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment

  • Park, Seungbae (Dept. of Industrial Management, Seoil University) ;
  • Hong, Jaewon (Dept. of Global Trade, Gyeongnam National University of Science and Technology)
  • Received : 2018.12.03
  • Accepted : 2018.12.07
  • Published : 2019.01.31
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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 frame into loss and gain frame and examine the effect on brand attachment, The effect of unique 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 statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.

Keywords

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Fig. 1. Research Model

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Fig. 2. Graph Analysis

Table 1. Characteristics of Respondents

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Table 2. Result of Factor Analysis

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Table 3. Statistics of Variables

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Table 4. Correlation of Variables

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Table 5. T-test of Variables between Gain-Loss Framework

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Table 6. Effects on Brand Attachment

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Table 7. Moderating Effects of Gain-Loss Frame on Brand Attachment

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