The Roles of Brand Reputation, Product Information and Discount Rate in Mobile Advertisement

• 영문명: The Roles of Brand Reputation, Product Information and Discount Rate in Mobile Advertisement
• 발행기관: 한국무역연구원
• 저자명: HyunSin Shin
• 간행물 정보: 『무역연구』제12권 제1호, 49~64쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2016.02.29

영문 초록

As the use of smart-phone has increased, companies show the tendency to provide productinformation not only through the four main media (TV, radio, magazine and newspaper), butalso through mobile media. This study sought to understand the impact of brand reputationand product information on consumers’ attitude in mobile advertising and explored whether ornot information on discount which are provided through mobile information have anymoderating effect. To pursue the objectives, the impact of brand reputation (high/low) andproduct information (yes/no) on brand attitude and product attitude was verified. Empiricalanalysis used a 2 × 2 × 2 experimental design to test the role of adjusting the discount rate.The empirical results show that the attitude of the consumer toward brand and product ispositive if the brand reputation is high and when there is product information. In addition,impact on the product attitude is positive. The moderating effect of discount rate is statisticallysignificant in that brand reputation has an effect on brand attitude and product attitude. Theconclusion contains the summary and discussion of the research results.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypotheses

Ⅲ. Research Methods

Ⅳ. Research Results

Ⅴ. Conclusion

References

키워드

Brand Attitude Brand Reputation Discount Product Attitude Product Information