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Publications (7)
This research suggests that consumer emotional intelligence (CEI) is an important construct in explaining why some consumers react destructively to conflicts in consumer-brand relationships whereas others approach them constructively. The results of the study show that (1) when encountering transgressions in relationships with brands, consumers low...
This study explores how the change of an economic policy affects advertising practices in Argentina. A content analysis of luxury brand ads placed in fashion magazines in Argentina was conducted to investigate changes in the ads in the wake of the import restrictions. The data supports the notion that some ads reflect societal changes. After the re...
Both the marketing industry and academia have been paying more attention to the growth and potential of the luxury market. This research developed a theoretical framework for understanding the dimensions of luxury brand personality and a reliable and valid scale that measures these dimensions. When 30 luxury brands, ranging from fashion to automobi...
Purpose
– This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea.
Design/methodology/approach
– This study analyzed the content of a total of 1,889 (USA = 1,486; Korea = 40...
Although many scholars and researchers have contributed to the sizeable literature on the relationship between advertising and society, few have examined economic circumstances as a meaningful force shaping advertising. This study provides the empirical evidence that changes in economic conditions, the recession in particular, can transform adverti...
Although previous literature in co-branding sheds light on the effects of perceived between-partner fit on consumer evaluation of co-branded products, the scope of findings has been limited to the functional fit only, and the importance of symbolic fit has been largely ignored. By conceptualizing perceived fit in two different ways – functional ver...