학술논문
Internationalization of Brand Biography: Firm Characteristics as Moderators
이용수 46
- 영문명
- 발행기관
- 한국무역학회
- 저자명
- Bang-Wool Han Min-Ho Kim
- 간행물 정보
- 『Journal of Korea Trade (JKT)』Vol.23 No.3, 105~117쪽, 전체 13쪽
- 주제분류
- 경제경영 > 무역학
- 파일형태
- 발행일자
- 2019.05.31
4,360원
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국문 초록
영문 초록
Purpose - Underdog positioning is often used to evoke a positive attitude when interacting with consumers. However, little research has been conducted on the market competition structure and innovation contexts in which underdog positioning produces the most impact. This research aims to investigate unexplored boundary conditions of underdog positioning and addresses two issues: market structures (oligopoly vs monopolistic competition) and perceived firm innovativeness (PFI).
Design/methodology - Two one-way ANOVA designs (market structures: monopolistic competitions vs. oligopoly; perceived frim innovativeness: strong vs. weak) were randomly assigned to 297 graduate and undergraduate students (52 % female) majoring in business. Study 1 examined the effect of underdog positioning on consumer attitudes in the different market structures. Study 2 investigated the relationship between underdog effect and consumer attitudes through viewing conditions that varied in PFI.
Findings - Drawing on the results of the study, the authors conclude that underdog positioning is effective to generate more positive consumer attitudes when employed in the market structure of monopolistic competition rather than oligopoly. Moreover, both underdog and top dog positioning are likely to generate more positive consumer attitudes when accompanied with strong PFI than weak PFI.
Originality/value -This is the first study to distinguish between monopolistic competition and oligopoly market structures with underdog positioning as well as to demonstrate a positive effect of PFI, regardless of the type of brand narratives.
목차
Abstract
1. Introduction
2. Conceptual Development
3. Research Design and Procedure
4. Discussion
5. Conclusion
6. Future Research
References
해당간행물 수록 논문
- Overseas Subsidiaries and the Productivity of Two-way Trading Manufacturers in Global Value Chains
- Internationalization of Brand Biography: Firm Characteristics as Moderators
- Trade Coordination in Free Trade Agreements and Customs Unions
- Compliance of Electronic Bill of Lading Regulation in Korea with Model Law on Electronic Transferable Records
- Macroeconomic Buffer Effects of Mega-FTA Formation: A CGE Analysis for Korea
- Effects of AEO-MRA on the Performance of Exporters and Importers in Korea
- The Effects of Affiliation with Export Service-Providers on Sustainable Competitive Advantage: A Perspective of Small- and Medium-sized Exporters
- The Qualitative Trade Competitiveness of China in IT Industry: A Comparison to Korea and USA
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