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Tìm kiếm theo: Tác giả Nam-Hyun Um

Duyệt theo: 0-9 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
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  • Does culture influence how consumers process negative celebrity information? Impact of culture in evaluation of negative celebrity information

    • Tác giả : Nam-Hyun Um; Wei-Na Lee (2015)

  • This study investigates the relationship between cultural orientation (individualistic or collectivistic culture) and consumers’ attribution styles (dispositional and situational attributions) as well as the consequences of attribution styles on brand evaluation and purchase intention. The study also examines how people perceive different types of negative celebrity information (self-oriented and other-oriented negative information) and how their identification with a celebrity endorser affects their response to negative information. The findings suggest that culture influences how consumers – having been exposed to negative celebrity information – make attributions. Dispositional att...
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  • Korea out of the closet: effects of gay-themed ads on young Korean consumers

    • Tác giả : Nam-Hyun Um; Jong Min Kim; Sojung Kim (2016)

  • This study examines the effects of gay-themed ads on young Korean consumers. In its evaluation of such ads, the study investigates how attitude toward ads, attitude toward brands, and purchase intention are influenced by gender (male vs. female), tolerance of homosexuality (low vs. high tolerance), and self-construal (independent vs. interdependent self-construal). Findings suggest that a gay-themed ad does not impact how young Korean heterosexual consumers evaluate the ad, the brand, or their purchase intention. Regarding brand evaluation and purchase intention, no statistically significant differences were found between males and females. Concerning a person’s tolerance, those with hi...