| Description |
xxxv, 405 pages : illustrations ; 24 cm |
| Series |
Advertising and consumer psychology |
|
Advertising and consumer psychology.
|
| Contents |
A strategy-based framework for extending brand image research / David M. Boush and Scott M. Jones -- Measuring the prototypicality of product categories and exemplars : implications of schema correspondence theory / Laura A. Brannon and Timothy C. Brock -- Emergence and change of consumer product image in social constructionism perspective / Junko Kimura -- Understanding the role of mental imagery in persuasion : a cognitive resources model analysis / Philip J. Mazzocco and Timothy C. Brock -- From image to experience / Bernd Schmitt -- Building a national image with words : the role of word of mouth in establishing Korea's international image / WoonBong Na [and others] -- Measuring the national image : the case of South Korea / Dong-Sung Cho, and Yong-Gu Suh -- The social construction of destination image : a New Zealand film example / Gretchen Larsen and Veronica George -- Chinese consumers' evaluation of hybrid country of origin products : effects of decomposed elements of country of origin, brand name, and consumers' ethnocentrism / Kwon Jung and Ah-Keng Kau -- Managing celebrities as brands : impact of endorsements on celebrity image / Ajit Arun Parulekar and Preety Raheja -- A cultural third-person effect : actual and expected effects of source expertise among individualists and collectivists / Sukki Yoon and Patrick T. Vargas -- Sports celebrities' image : a critical evaluation of the utility of Q scores / Kevin E. Kahle and Lynn R. Kahle -- A range of female beauties : a cross-cultural analysis of cosmetics TV commercials / Kyoo-Hoon Han and Federico de Gregorio -- Well-matched employees make customers happy : effects of brand-employee congruence / Youjae Yi and Suna La -- Managing the multidimensionality of corporate image : from the stakeholders' multilayered experience perspective / Chung-Hyun Kim and Taewon Suh -- Conceptualizing sponsorship : an item and relational information account / Clinton S. Weeks, T. Bettina Cornwell, and Michael S. Humphreys -- Values, brands, and image / Woo-Sung Kim [and others] -- Image attributes of automobiles and their influence on purchase price decision / Keiko I. Powers -- Assessing the influence of cultural values on consumer susceptibility to social pressure for conformity : self-image enhancing motivations vs. information searching motivation / Heonsoo Jung -- The impact of media and culture on the consumption values of women in China and Taiwan / Tsai-Ju Liao and Lien-Ti Bei -- Cross-cultural comparisons of brand personality in print media : the case of mainland China and Taiwan / Yung-Cheng Shen, Lien-Ti Bei, and Chih-Yun Wu |
| Summary |
For academics and students in consumer psychology, marketing, and communication, Kahle (marketing, U. of Oregon) and Kim (marketing/advertising Sogang U., South Korea) compile 21 essays describing research on powerful images and their abstract and mental representation. Researchers from around the world discuss theories of image creation (schema correspondence theory, social constructionism, and persuasion); country, individual and celebrity, and corporate images; and the impact of individual consumer characteristics and culture. They examine Korea, New Zealand, and China, celebrities as brands, sports figures, and female images in cosmetics, as well as brand-employee congruence and sponsorship. Also described are values, automobile images, motivation and conformity, and female consumers and print media in China and Taiwan. Annotation :2006 Book News, Inc., Portland, OR (booknews.com) |
| Analysis |
Image (Psychology) |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Consumers' preferences.
|
|
Imagination.
|
|
Brand loyalty.
|
|
Consumer behavior.
|
|
Consumers' preferences -- Cross-cultural studies.
|
|
Consumer behavior -- Cross-cultural studies.
|
|
Imagery (Psychology)
|
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Brand choice.
|
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Attachment behavior.
|
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Communication in marketing.
|
| Genre/Form |
Cross-cultural studies.
|
| Author |
Kahle, Lynn R.
|
|
Kim, Chʻung-hyŏn, 1950-
|
| LC no. |
2005047282 |
| ISBN |
0805852166 alkaline paper |
|
9780805852165 alkaline paper |
|
