Creating Images and the Psychology of Marketing Communication. doc

Advertising and Consumer PsychologyA Series sponsored by the Society for Consumer Psychology Aaker/Biel: Brand Equity & Advertising: Advertising’s Role in Building Strong Brands 1993 Cla

Creating Images and the Psychology

of Marketing Communication

Advertising and Consumer Psychology

A Series sponsored by the Society for Consumer Psychology

Aaker/Biel: Brand Equity & Advertising: Advertising’s Role in Building

Strong Brands (1993)

Clark/Brock/Stewart: Attention, Attitude, and Affect in Response

Advertising (1994)

Englis: Global and Multi-National Advertising (1994)

Goldberg/Fishbein/Middlestadt: Social Marketing: Theoretical and

Practical Perspectives (1997)

Haugtvedt/Machleit/Yalch: Online Consumer Psychology:

Understanding and Influencing Consumer Behavior in the Virtual World (2005)

Kahle/Chiagouris: Values, Lifestyles and Psychographics (1997)

Kahle/Kim: Creating Images and the Psychology of Marketing

Mitchell: Advertising Exposure, Memory, and Choice (1993)

Schumann/Thorson: Advertising and the World Wide Web (1999) Scott/Batra: Persuasive Imagery: A Consumer Response Perspective

(2003)

Shrum: The Psychology of Entertainment Media: Blurring the Lines

Between Entertainment and Persuasion (2004)

Thorson/Moore: Integrated Communication: Synergy of Persuasive

Voices (1996)

Wells: Measuring Advertising Effectiveness (1997)

Williams/Lee/Haugtvedt: Diversity in Advertising: Broadening the Scope

of Research Directions (2004)

Creating Images and the Psychology

Sogang University, S Korea

LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS

Copyright © 2006 by Lawrence Erlbaum Associates, Inc.

All rights reserved No part of this book may be reproduced in any form,

by photostat, microform, retrieval system, or any other means, without prior written permission of the publisher.

Lawrence Erlbaum Associates, Inc., Publishers

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www.erlbaum.com

Cover design by Tomai Maridou

CIP information for this volume may be obtained by contacting the Library of Congress

ISBN 0-8058-5216-6 (cloth : alk paper)

Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability.

Printed in the United States of America

10 9 8 7 6 5 4 3 2 1

1. A Strategy-Based Framework for Extending

Brand Image Research

3

David M Boush and Scott M Jones

2. Measuring the Prototypicality of Product Categories and Exemplars:Implications of Schema Correspondence Theory

31

Laura A Brannon and Timothy C Brock

3. Emergence and Change of Consumer Product Image

in Social Constructionism Perspective

47

Junko Kimura

4. Understanding the Role of Mental Imagery in Persuasion:

A Cognitive Resources Model Analysis

65

Philip J Mazzocco and Timothy C Brock

Bernd Schmitt

II COUNTRY IMAGE

6. Building a National Image With Words: The Role

of Word of Mouth in Establishing Korea’s International Image

85

WoonBong Na, Youngsoek Son, Chung-Hyun Kim,

and Roger Marshall

v

vi CONTENTS

7. Measuring the National Image: The Case of South Korea 105

Dong-Sung Cho, and Yong-Gu Suh

8. The Social Construction of Destination Image:

A New Zealand Film Example

117

Gretchen Larsen and Veronica George

9. Chinese Consumers’ Evaluation of Hybrid Country

of Origin Products: Effects of Decomposed Elements

of Country of Origin, Brand Name, and Consumers’

Ethnocentrism

141

Kwon Jung and Ah-Keng Kau

III INDIVIDUAL AND CELEBRITY SOURCE IMAGE

10. Managing Celebrities as Brands: Impact of Endorsements

on Celebrity Image

161

Ajit Arun Parulekar and Preety Raheja

11. A Cultural Third-Person Effect: Actual and Expected Effects

of Source Expertise Among Individualists and Collectivists

171

Sukki Yoon and Patrick T Vargas

12. Sports Celebrities’ Image: A Critical Evaluation of the Utility

of Q Scores

191

Kevin E Kahle and Lynn R Kahle

13. A Range of Female Beauties: A Cross-Cultural Analysis

of Cosmetics TV Commercials

201

Kyoo-Hoon Han and Federico de Gregorio

IV CORPORATE IMAGE

14. Well-Matched Employees Make Customers Happy:

Effects of Brand-Employee Congruence

223

Youjae Yi and Suna La

15. Managing the Multidimensionality of Corporate Image:

From the Stakeholders’ Multilayered Experience Perspective

245

Chung-Hyun Kim and Taewon Suh

16. Conceptualizing Sponsorship: An Item and Relational

Information Account

257

Clinton S Weeks, T Bettina Cornwell, and Michael S Humphreys

V INDIVIDUAL CHARACTERISTICS AND CULTURE

Woo-Sung Kim, David M Boush, Adam Marquardt,

and Lynn R Kahle

18. Image Attributes of Automobiles and Their Influence

on Purchase Price Decision

291

Keiko I Powers

19. Assessing the Influence of Cultural Values

on Consumer Susceptibility to Social Pressure for Conformity:

Self-Image Enhancing Motivations vs Information

Searching Motivation

309

Heonsoo Jung

20. The Impact of Media and Culture on the Consumption Values

of Women in China and Taiwan

331

Tsai-Ju Liao and Lien-Ti Bei

21. Cross-Cultural Comparisons of Brand Personality in Print Media:

The Case of Mainland China and Taiwan

351

Yung-Cheng Shen, Lien-Ti Bei, and Chih-Yun Wu

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C W Park

University of Southern California

Image may be researched in many different ways, depending on the angle fromwhich one approaches it This book offers many different approaches to the re-search on image—its memory structure, formation and change, the role of mentalimagery, the conceptual link between image and experience, and measuring andunderstanding the role of different types of image, such as country image, individ-ual and celebrity source image, and corporate image A conceptual structure for re-search on image is offered here that both includes the topics in this book andidentifies future research implications This structure is arranged in three parts: de-terminants, role, and outcome of a powerful image Each part addresses differentresearch issues on image

The first research issue involves identifying determinants of a powerful image,factors that must be present for a strong positive image to form These factors serve

as guidelines for any image-building communication activities The second issueconcerns the type of relationship a powerful image may offer to consumers Re-gardless of its type and contents, it may be useful to identify the most desirable rela-tionship form that a brand image can create between consumers and a brand Thethird issue concerns the effects of a powerful image on the perceptual, attitudinal,and behavioral responses of individual customers So as to justify the marketing in-vestment made in creating a powerful image, firms should strive to create imagesthat have far-reaching impacts on the highest possible rung in the customers’ re-sponse hierarchies

It is possible to examine these three parts of image research under the theory ofbrand attachment I have been working on this topic in collaboration with ProfessorDeborah J MacInnis at the University of Southern California for some time At-tachment theory offers a fresh perspective to image research, expanding its scopeand depth as well as enhancing its relevance to both academics and practitioners Idiscuss each issue and then describe how brand attachment differs from brand atti-

ix

x PARKtude Differentiation of attachment from brand attitudes is critical given the impliedcentrality of the latter in extant brand image research.

As to the first research issue, I propose that three factors serve as important gredients to a powerful positive image, regardless of the nature of that image: (a)trust, (b) expertise and (c) affective brand–self connection As elaborated later, Ipostulate they determine the degree of consumers’ attachments to a brand Thehigher they are, the stronger consumers’ attachments to a brand become

in-A fundamental basis for a positive brand image is the effort of the firm to create

or enhance consumers’ trust in a brand Although in marketing, trust has been derstood in terms of both benevolence and competence, I define trust in terms of be-nevolence and treat competence as a separate construct, as the two are quitedifferent in their core meanings The more trust a consumer feels toward a brand,the more positively predisposed he or she becomes to that brand A brand shouldalso possess a certain level of competence or the ability to satisfy a consumer’sneeds Hence the stronger the relationship between a brand and its capability to sat-isfy the needs of the consumer (simply stated, expertise), the more favorably pre-disposed consumers become to the brand In fact, the ability to satisfy one’simportant needs has been identified as the major force for the decision to sustain ordissolve an attachment relationship

un-Although trust and expertise are critical for creating an image, they may not besufficient to exert the strongest possible impact on consumers For an image to have

a strong impact on consumers, the image needs to be self-relevant to the consumer

on an affective basis In other words, an affective connection between the brand andthe self is critical Although trust and expertise may elicit certain affective feelingstoward a brand, these feelings are not as strong as those that are also accompanied

by a self-relevant emotional connection between a brand and a consumer.Several means are available for creating the affective brand–self connection.Autographical memories, referencing idiosyncratic or individual events in a per-son’s past, trigger nostalgic feelings, which lead to a brand–self connection Aes-thetics is still another means to create a brand–self connection Here, thebrand–self connection is based on one’s appreciation of the aesthetic qualities, at-tractiveness, and association of the brand with certain emotional feelings Sexualattractiveness and artistic appreciation of an object are the basis to create affectiveconnection to a brand Identification is still another way to provide an emotionalrefuge or safe haven in the sense that it provides reassurance that a given value isadmired and respectable For example, many owners of Harley-Davidson motor-cycles report being deeply attached to their Harleys because they resonate the val-ues of freedom and machismo—values that are intrinsic parts of the owners’desired selves

Whereas trust, expertise, and affective brand–self connection each facilitate apositive brand image, their combination has a synergistic impact on brand imagevalence In addition, although trust and expertise are important elements for estab-

lishing a strong brand image, the affective brand–self connection seems to be evenmore important for a brand image to become strong and sustainable Consider, for

example, Consumer Reports We trust its information, and we also highly value its

expertise in judging the quality differences among various brands Yet we do notseem to have developed any strong affective relationship with it or strong affective

feelings toward it Therefore, our image toward Consumer Reports appears to lack

passion or emotional commitment

As to the second issue, the kind of relationship an image should establish tween a brand (firm) and consumers, I propose that the desired image should create

be-a strong emotionbe-al bond with be-a brbe-and in the minds of consumers Regbe-ardless ofwhat the image is, it must elicit affect-laden and emotionally significant feelings to-ward a brand in the minds of consumers The three determinants of a powerful, pos-itive image lead to the formation of strong brand attachment Attachment is atheoretical construct that has a rich history in psychology, describing one’s innateneed to develop and sustain an emotional bond with others (Bowlby, 1979; see alsoReis & Patrick, 1996 ,for an excellent review) The desire to make strong affection-ate bonds with others serves a basic human need, beginning from a child’s attach-ment to the mother and continuing through adulthood, including romanticrelationships, kinships, and friendships In a marketing context, we regard it as a re-lationship variable between customers and a brand that is based on the functional,psychological and emotional relevance of the brand to customers For example,consumers may form an attachment to any object that elicits nostalgia, reinforcesone’s self-identity or desired image, renders a feeling of connectedness to a groupthrough a group membership, or offers sensory (experiential) pleasures Perhapsthe most vivid examples of attachment may be found in our preoccupation withsports teams and celebrities Emotional attachment is defined as the affectionatebond that a given consumer has with a specific brand Emotional attachment to abrand varies in intensity or strength, with some consumers exhibiting strong attach-ments to brands and others exhibiting weak attachment or none at all (see Thomson,MacInnis, & Park, 2005, for conceptual and measurement issues regarding brandattachment)

Finally, as to the third issue, identifying the most desirable effects of a newly ated brand image on individual customers’ responses, I believe that we need to ex-amine such effects with reference to a consumer response hierarchy, starting frombasic responses such as perceptual recognition to higher order behavioral re-sponses, such as paying a price premium for a brand I propose three hierarchicalstages of the customer–brand relationship on the basis of the intensity of attach-ment They are the brand preference stage, the brand commitment stage, and thebrand investment stage, which correspond to three levels of attachment: weak,moderate, and strong attachment, respectively

cre-Consumers’ attachment intensity to a brand is associated with three hierarchicalstages of the customer–brand relationship, from a low level of simple preference to

xii PARKbrand to higher levels of commitment to the brand over time to actual investment inthe brand At a low level of attachment, consumers reveal a mere brand preferencewithout necessarily revealing a pattern of stability or commitment At an intermedi-ate level of attachment intensity, consumers are committed to the brand despitepressures to switch At a high level of attachment, consumers invest something ofthemselves (e.g., money, time, reputation) to protect, defend, and promote a brand.The brand investment stage represents the destination stage for any brand It sym-bolizes the most successful relationship between customers and a brand If brandpreference, commitment, and investment represent three hierarchical stages of cus-tomers’ relationship with a brand, it is important to define and provide behavioralindicators of each stage.

Beginning with the brand preference stage, consumers are assumed to have vorable attitudes toward and preference for a brand Although they purchase abrand, their behavior does not guarantee repeat choice At the brand commitmentstage, consumers have strong attitudes and preferences The response tendencies atthis stage may include loyal patronage, resistance to competing alternatives, andforgiveness of mishaps Commitment makes individuals more likely to forgivemishaps that occur with the brand to which they are attached At the brand invest-ment stage, consumers reveal several behavioral response tendencies associatedwith high levels of attachment Moderate levels of attachment induce both brandpreference and commitment, and at higher levels of emotional attachment consum-ers may go beyond preference and commitment to make sacrifices and invest some-thing of themselves in the relationship In the psychology literature, willingness tomake sacrifices is characteristic of relationships where emotional attachment ishigh (van Lange et al., 1997) Brand investment includes time investment (e.g.,search), monetary investments (e.g., willingness to pay a price premium), andreputational investments (e.g., word-of-mouth referrals)

fa-Attachment is a theoretical construct that explains the relationship phenomenonthat has been central to recent work in marketing (e.g., developing and maintainingrelationships with consumers) It is different from the attitude construct Attach-ments, as emotion-based responses, have effects above and beyond those of atti-tudes, as evaluation-based responses As indicated by Mikulincer, Hirschberger,Nachmias, and Gillath (2001) and Thomson et al (2005), attitudes represent coldaffect whereas attachments include hot affect Attachments have evaluative proper-ties but also include the property of the relational bond

In addition to this definitional property, the two constructs seem to differ in theireffects on behaviors (see Thomson et al., 2005) As indicated earlier, attachmenthas strong motivational and behavioral implications An individual who is highlyattached to a person or object tends to be committed to and willing to invest in, pro-tect, and preserve interactions with the attachment object On the other hand, favor-able attitudes do not necessarily imply such strong motivational or behavioralmanifestations The link between attitude and behavior is contingent on a number

of situational and dispositional factors and is quite inconsistent Because ments are not only evaluative but also emotionally responsive, they have consider-able behavioral implications These implications become highly critical inconsumer behavior when brand loyalty, willingness to pay a price premium, will-ingness to forgive the mistakes, and word of mouth are the ultimate behavioral out-comes for brand managers In contrast, in the selection of appropriate dependentvariables for the effect of persuasive communication, the attitude literature has tra-ditionally limited its focus to attitude change, behavioral intentions, or behavior it-self, without further developing the hierarchical stage of behavioral commitmentsuch as brand loyalty, word of mouth, and paying a price premium I believe that at-tachment serves as a useful construct to account for the higher order effect of theimpact of persuasive communications.

attach-Finally, I reiterate the importance of affective brand–self connection as a criticaldeterminant of attachment When a brand is highly self-relevant to consumers, par-ticularly when that self-relevance involves hedonic dimensions such as sensorypleasures, aesthetics, or value expressiveness, the attachment construct may be-come a much more useful construct than attitude in explaining consumers’ con-sumption and purchasing behavior I therefore suggest that image research beconducted with an eye toward creating, strengthening, and maintaining strongbrand attachment

compo-maintenance Journal of Personality and Social Psychology, 81, 305–321.

Reis, H T and Patrick, B C., (1996) Attachment and intimacy: Component processes In E

T Higgins & A W Kruglanski (Eds.), Social psychology: Handbook of basic principals

(pp 523–563) New York: Guilford

Thomson, M., MacInnis, D J., & Park, C W., (2005) The ties that bind: Measuring the

strength of consumers’ emotional attachments to brands Journal of Consumer

Psychol-ogy, 15(1), 77–91.

van Lange, P A M., Rusbult, C E., Drigotas, S M., Arriaga, Z B., Witcher, B S., & Cox, C

L., (1997) Willingness to sacrifice in close relationships Journal of Personality and

So-cial Psychology, 72, 1373–1395.

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TO CREATING IMAGES

AND THE PSYCHOLOGY

OF MARKETING COMMUNICATION

Wei Shan Chin, Lynn R Kahle, and C H Kim

In the age of television, image becomes more important than substance.

—S I Hayakawa

Image marketing is one of the fastest growing areas in marketing

communica-tions In the fall of 2003, Time Magazine published a special supplement entitled

“The Business of Image Marketing.” The publication is timely and clearly trates the public’s growing interest in the making and application of image Al-though the emphasis of the supplement was on style, fashion, and design, theconcept of image marketing also encompasses brands, individuals, and countries.Image creation provides a unique vehicle for communicating with consumers,one that does not necessarily follow traditional marketing rules Image creationcan also be applied to different areas of interest such as branding of products, or-ganizations, and countries For businesses, a powerful brand image created bystrong brand associations can to some extent influence consumer buying behav-ior More important, image has the ability to evoke unique psychological patterns

illus-of behavior in consumers and influence the information processing illus-of als; hence, this topic is highly relevant to researchers in the area of consumer psy-chology and marketing communications

individu-Image is a key concept in consumer psychology and has been studied sively from different areas within consumer psychology Although image has beenstudied extensively, no consensus on the definition of image has emerged Instead,the concept of image is broad, and there are many ways to conceptualize, catego-rize, and evaluate image Image can be described as an abstraction of associationsrelated to a thing, person, or place Here, it is important to distinguish between vi-sual aspects of image and mental representation of image In advertising research,image is often characterized as a persuasive form of the visual metaphoric rhetoric

exten-by the mind (Scott, 1994) However, in this book, we are explicitly interested in the

xv

abstract and mental representation of image, which goes beyond visual information

to include other experiences and symbolic benefits Consumer researchers havelong been interested in the information processing and cognitive representation ofimage, an interest that is evidenced by the many theories on the creation of imageand brand image, storage of images in consumers’ memory, and other applications

of mental imagery in consumers’ minds For example, brand image has been scribed as a category (Boush, 1993; Boush & Loken, 1991), a schema (Bridges,1990), and part of an associative memory formulation of brand associations(Keller, 1993) More recently, emphasis on the mental representation and abstractnature of image has increased For example, Fournier (1998) examined the meta-phor of interpersonal relationships of consumers with brands Thus, we see a shift

de-of research interest moving toward the mental representation and abstract nature de-ofimage, one that encompasses many different attributes (concrete and abstract), ben-efits, and values

In this book, we embrace the multidimensions of image and approach image as aholistic form of mental and abstract representations in consumers’ minds Drawingupon Keller’s (2003) Multidimensionality Model of Brand Knowledge, we ap-proach the study of image in a similar holistic and synergistic manner; however, weexpand on his definition of image where he describes it as “visual information, ei-ther in concrete or abstract in nature” (p 596) and propose that his other elements ofbrand knowledge (i.e., thoughts, experiences, feelings, benefits, and attributes) canalso be used to enhance the representation of image Hence, image is broader andencompasses more abstract and symbolic meanings This mental representation in-cludes abstract and symbolic elements like thoughts, experiences, attributes (bothconcrete and abstract), attitudes, values, and other symbolic benefits

Consumer research insights play a critical role in the understanding of image andconsumer behavior Recently, the growing interest in image by the public and organi-zations has created a surge in consumer research activity in this area In personalityand social psychology, research activity for image-related findings has increased.The relation among human personality, social identification, and consumer behaviorhas been widely studied The personality construct in marketing, in the form of theInteractional Personality Model (Endler, 1983), used psychographics to improve theprediction of consumer-related behavior In this regard, psychographic characteris-tics have been defined as “intrinsic psychological sociocultural and behavioral char-acteristics that reflect how an individual is likely to act in relation to consumptiondecisions” (Schiffman & Kanuk, 1991, p 233); however, studies of specific brandpersonality have only recently emerged Recently, Aaker (1997) summarized five ba-sic dimensions of personality in an attempt to measure brand personality of consum-ers In social psychology, there have been studies on organizational identification(which is the special expression of identification with an organization) and socialidentification (which is the sense of belonging to certain groups of organizations).Another area of research that is picking up interest is the study of consumer identifi-cation with a brand (Kim, Han, & Park, 2001)

Due to the increased managerial relevance and priority placed on branding in cent years, academic research into consumer branding has surged in recent years.Much attention has been devoted recently to the concepts of brand equity (i.e., the netasset of a brand) and brand knowledge (i.e., the combination of brand awareness andbrand image of a product; Aaker, 1991; Keller, 1993) A positive brand image in-creases the brand knowledge of a particular product or service and enhances cus-tomer-based equity and satisfaction (Keller, 1993) By enhancing customersatisfaction and loyalty, a positive brand image can prove to be advantageous forcompanies on a long-term basis However, in an increasingly networked and compet-itive marketplace, firms can no longer rely solely on the success of a particular prod-uct or service Companies should continue to use their brand images to differentiatetheir products and services from other firms and to extend the brand images to newmarkets As the cost of entering new markets is increasing, it is important for firms touse brand extension techniques to offset cost and reduce the risk of failure (as brandimage is already established in consumers’ memories) On a larger scale, brands canalso be leveraged to another person, place, thing, or brand (Keller, 2003) By linkingtheir products to other entities as a means of leveraging knowledge, there is increasedbrand recognition and awareness Keller (2003) also explained that the extent of le-verage knowledge is important (i.e., how well consumers know the product, howmeaningful the product is, and the transferability of the knowledge) to create an opti-mal positioning in consumers’minds An application of leveraging knowledge can beused for pairing country image and tourism, celebrity image and endorsements, cor-porate image and sponsorships, and so on.

re-The purpose of the book is to advance the understanding of the concept of image

as it is applied to various areas of interest This book also serves to meet the growinginterest in image-related studies by the public and academics and provides an inno-vative and holistic approach to the study of image A significant development inbrand image research is the growing importance of brand leveraging strategies toincrease brand equity by linking a brand to other entities (Keller, 2003) This bookreflects the importance of brand leveraging as the sections cover in-depth discus-sion on cross-country and tourism images, corporate and sponsorship images, indi-vidual and celebrity images, and cultural and social images Currently, academicliterature on image studies is broad, covering multiple areas within consumer psy-chology and marketing communications Furthermore, the literature is character-ized by diverse empirical findings and conceptual frameworks This book provides

a comprehensive and holistic look at the concept of image: The topics range fromtheories of image creation to other image studies on a country, corporate, and indi-vidual level The sections cover the major topics currently being debated in imagemarketing and the psychology of communications Several new and innovativeconcepts of image creation are also introduced in this book In the first section ofthe book, Boush and Jones introduce a new conceptualization for the synthesis ofbrand image in a managerial context Other innovative concepts in image studies,such as the schema correspondence theory and social constructionism perspective,

are also discussed in the first section Interestingly, the rest of the sections can beseen as an application of brand leveraging processes of image We see how brandimage is applied to countries, corporations, individuals, and culture.

This book is primarily intended for academics and scholars (including students)

in the interdisciplinary fields of consumer psychology, marketing, and cation In addition, scholars and professionals interested in image and communica-tions will find this book useful We are proud to showcase the work of eminentresearchers in consumer research from all over the world in this edition As anadded feature, a high percentage of scholars are from universities and professionalagencies outside the United States We are fortunate to have attracted the participa-tion of these leading researchers from Asia and other parts of the world from theImage and Advertising conference held by The Society of Consumer Psychology

communi-in Seoul, Korea This group of researchers is exceptionally communi-international: The searchers hail from diverse countries such as South Korea, United States of Amer-ica, Japan, Taiwan, Australia, England, New Zealand, India, and Singapore Inaddition, these researchers (who include academics and practitioners) are alsomulti-disciplined and wide-ranging in the scope of their work and their journeys ofdiscovery bring us through various aspects of consumer mental imagery, fromcountry image evaluation to individual values and culture

re-OVERVIEW OF CONTENTS

This book is divided into five sections, with individual sections focusing on variousaspects of image

Part I—Theories of Image

This section provides an overview of the theoretical and conceptual frameworks onthe mental representation and creation of image from various perspectives The au-thors discuss the creation, processes, and constructs of mental imagery and seek tounderstand image and consumer behavior The chapters illuminate past studies inthe particular area of image study and present innovative new conceptualizationsand approaches to the study of mental representation of image

Part II—Country Image

Globalization of markets and an increasing networked world have emphasized theneed for the study of effective country image and cross-country implications fortourism, products, and people Authors in this section discuss various aspects ofcountry image research, such as measurement and process of a country image, des-tination image and tourism implications, and evaluation of country products Aca-demic literature on recent country image related findings (such as COO effects) arealso discussed in detail More important, the chapters cover new approaches to the

conceptualization, processes, and measurement of country image and the impact

on image-related consumer behavior

Part III—Individual and Celebrity Source Image

Cornwell (1995, p 15) described sponsorship marketing as the “… orchestrationand implementation of marketing activities for the purpose of building and commu-nicating an association (link) to a sponsorship.” In the last two or three decades, thepractice of commercial sponsorship by companies for marketing programmes hasincreased at an exponential rate In accordance with the growth in interest, researchinto the area of commercial sponsorship has surged By leveraging on a successfulcelebrity brand and establishing a good fit between product and brand (i.e., “the ce-lebrity”), marketers can improve the brand image and appeal of their products orservices This section discusses the leveraging of individuals (i.e., celebrities, mod-els, etc) to endorse products for advertising purposes Also, topics on celebritysource image (i.e., the process and implications of endorsements for the celebrityand endorser), cross-cultural studies on advertisements, and individuals and indi-vidual source expertise are discussed

Part IV—Corporate Image

A positive and superior corporate image is important for enhancing the competitiveadvantage of any organization or business Corporate image is multi-dimensional

in nature: There are multiple stakeholders, and corporate image can be observedfrom different perspectives such as from that of consumers, employees, or othershareholders Furthermore, corporate image can be enhanced by sponsorship mar-keting, and there is a positive effect if the sponsorship is valid to the brand In thissection, the first two chapters examine the conceptualization of corporate imagefrom various stakeholders’ perspectives (e.g., customers, employees, shareholders,etc) The last chapter provides a new theoretical framework based on informationprocessing for the conceptualization of corporate sponsorship

Part V—Individual Characteristics and Culture

Image can be related to individual characteristics and culture in a number of ways.For example, personal values and culture of an individual can affect the individual’sperception of a brand and influence consumer behavior in purchase decisions ofvarious products or services This section covers the implications of individualcharacteristics and culture in consumer buying and consumption behavior in vari-ous settings This section also discusses cross-cultural studies on individual charac-teristics (i.e., individual brand personality), cultures of different groups ofindividuals, and consumption patterns in different countries

PART I: THEORIES OF IMAGE

In the first chapter, “A strategy-based framework for extending brand image search,” Boush and Jones present an original framework that synthesizes previousconceptual frameworks and empirical research relevant to managing brand imageeffectively Boush and Jones analyze the information processing of brand image as

re-it relates to brand image content and structure and propose that a synthesizedframework for brand image is more effective in utilizing the benefits of brand im-age for all stakeholders This model is unique in the consideration of the strategicfunctions of the brand for all stakeholders and hence provides important manage-rial relevance for the research This chapter illuminates past research on brand im-age conceptualization and provides a useful reference for additional research onbrand image frameworks

In the second chapter, “Measuring prototypicality of product categories and emplars: Implications of schema correspondence theory,” Brannon and Brock ex-tend their well-known work in the schema correspondence theory (Brannon &Brock, 1994) to demonstrate that people represent products, brands, and advertise-ments as fuzzy (i.e., poor representative) and prototypical (i.e., good representa-tive) exemplars of personality constructs Using a new measure of prototypicality,they found that gearing persuasive appeals to the type of product proved successfulfor prototypical products Their research contributes to the understanding of per-sonality and schema construct of products and brand image in the academic sense

ex-A practical inference for advertisers is that gearing certain persuasive factors isbeneficial when representing certain product categories

In the third chapter, “Emergence and change of consumer product image in socialconstructionism perspective,” Junko develops a framework for ethnomethodolog-ically informed social constructionism in the legitimacy of consumption and investi-gates methods in which people believe in the legitimacy o f a product and actualize it

by developing and keeping established practices He builds his case by studying theChristmas cake consumption phenomenon in Japan and finds no realistic proprietyfor products or Christmas cake in Japan; it is the “continuous accomplishments of ac-tors” that constitute product image or “Christmas” image in Japan His findings givecompanies and marketers practical advice on the changing realities of product cyclesand the importance of communicating with consumers

In the fourth chapter, “Understanding the role of mental imagery in persuasion:

A cognitive resources model analysis,” Mazzocco and Brock propose a new model(called Cognitive Resources Model or CRM) of attentional resources in the pro-cessing of imagery in persuasive communications Utilizing the resource capacity

of the processing system (i.e., the central executive), the CRM is effective in dicting some attitude change in the processing of a persuasive message Their find-ings illuminate existing research on persuasive communications and contribute tothe further understanding of the complex effects of mental imagery to consumer at-titude change

In the fifth chapter, “From image to experience,” Schmitt explores the importantconcept of experiences in consumer behavior Although prevalent in advertising,Schmitt finds that very little attention has been paid to the use of experiential ap-peals and affects The author proposes a new holistic and adaptive approach to ex-periences; by embracing the integrated nature of experiences (from the use of themind and body processing), he distinguishes mind modules (i.e., sense, feel, think,and act) that can create unique experiences His discussion on the conceptualiza-tion of experiences provides critical insights to the world of experiences and pavesthe way for more research on the processes and determinants of experiences.

PART II: COUNTRY IMAGE

In the first chapter, “Building a national image with words: The role ofword-of-mouth (“WOM”) in establishing Korea’s international image,” Na, Son,Kim, and Marshall explore the power of WOM as a vehicle to effect the image of anation The authors find a clear mandate for the power of WOM and find that WOMalso varies cross-culturally Their findings demonstrate the importance of WOM incountry and tourism image The chapter also provides a review of relevant COO ef-fects, WOM literature, and emerging tourism literature to support their findings

In the second chapter, “Measuring country image: The case of S Korea,” Choand Suh attempt to measure 16 national brands, including S Korea, and examinethe characteristics of S Korean national brand The authors also approach the study

of a national brand in a slightly different manner from the conventional productsand consumer manner, choosing to use three components (i.e., national competi-tiveness, psychological proximity, and national brand strategy) for a more effectiveand comprehensive evaluation By adopting a macro and holistic approach, thisstudy strives to measure the real value of national brands

In the third chapter, “The social construction of destination image – A New land film example,” Larsen and George bring us on an enlightening and fascinatingjourney to “Middle Earth” or rather, New Zealand, to study the impact of film ondestination image of a country Larsen and George point out that despite the emer-gence of widely studied literature on destination image, no theoretically based con-ceptual framework remains A new perspective, which views destination image associally constructed (Young, 1999), has recently emerged Larsen and Georgeidentify five further topics of interest within the destination image in Gallarza et al’s(2002) conceptual model of destination image and use the New Zealand film exam-ple to illustrate their findings and also the social construction perspective in gen-eral Although they only performed an exploratory study, their findings on theimpact of film in New Zealand provide supporting evidence for Gallarza’s modeland also for the social construction perspective

Zea-The fourth chapter, “Chinese consumers’ evaluation of hybrid country of originproducts: Effects of decomposed elements of country of origin, brand name, andconsumers’ ethnocentrism” by Jung and Kau, is a comprehensive and in-depth

study of hybrid products, which is an emerging topic in country-of-origin (COO)literature Hybrid products are the combination of various processes such as prod-ucts manufactured in one country with key components sourced in another Thisstudy examines the decomposed elements of COO and brand name, together withthe effect of ethnocentrism on the evaluation of hybrid products from a developingcountry Overall, this complex and exhaustive study contributes to COO study inmyriad ways, from brand image effects on product evaluation, ethnocentrism ef-fects, and COO decomposed elements.

PART III: INDIVIDUAL AND CELEBRITY

SOURCE EFFECTS

In the first chapter, “Managing celebrities as brands: Impact of endorsements on lebrity image,” Parulekar and Goa examine the applicability of various celebritysource models to determine the effect of an endorsed brand on the image and brandequity of a celebrity This focus on the celebrity viewpoint in endorsements is asharp contrast to previous research on celebrity source effects, which typicallyevaluated the value-add of celebrity endorsers and impact of celebrity endorsers onadvertised products or services In this regard, celebrities are acknowledged asbrands in their own rights and having their individual brand personalities This in-sightful study provides a basis for determining the right fit between a celebritybrand and the endorsed product or service, which is crucial for the success of celeb-rity endorsed products or services and changes the way we approach celebritysource effects

ce-In the second chapter, “A cultural third-person effect: Actual and expected fects of source expertise among individualists and collectivists,” Yoon and Vargasreview third-person effects in the context of source expertise in advertising and per-suasion Building on previous research that suggests that differences in cultural ori-entation influence patterns of behavior, this study explores the cross-culturaldifferences (i.e., collectivists vs individualistic values) in the persuasive communi-cation context and provides implications for nations and individuals in the use ofpersuasive communication

ef-In the third chapter, “Sports celebrity image: A critical evaluation of the utility

of Q scores,” K Kahle and L Kahle investigate the effectiveness of the Q-scoresystem in predicting athlete celebrity endorsement success and propose an alter-native method of evaluating celebrity endorsement success The authors arguethat the traditional Q-ratings are obsolete and propose a second system for evalu-ating athlete celebrity endorsement success based on a more effective match-uphypothesis (of desired and actual image maps of optimal market positions) andother critical factors In conclusion, the authors propose that this new system, to-gether with Q-ratings, can provide the most effective means of testing athlete ce-lebrity endorsement success Their findings have specific practical implications

for sport celebrity endorsers and the method by which sport endorsements arecurrently being evaluated.

In the fourth chapter, “A Range of female beauties: A cross-cultural analysis ofcosmetics TV commercials,” Han and Gregorio provide an interesting review offemale beauty depictions and advertising on a cross-cultural level by examiningthe cultural gatekeeping functions inherent in advertising creators’ selections offemale models The study showed similar patterns in the characterization of fe-male beauty on a macro level However, on a micro level, there were significantdifferences on smaller culture-specific variations in beauty patterns Overall, thisstudy contributes to the conceptualization of beauty found in advertisements andcross-cultural impact on beauty images, both topics that have received little re-search attention in previous times A practical application will be for global mar-keters to examine carefully the specific cultural values that influence beautydefinitions in local markets

PART IV: CORPORATE IMAGE

In the first chapter, “Well-matched employees make customers happy: Effects ofbrand-employee congruence,” Yi and La explore the effects of brand-employeecongruence on employee satisfaction (ES) and customer satisfaction (CS) A sig-nificant contribution to brand personality studies, this chapter is the first to examinethe personality congruence between employees and the corporate brand thor-oughly, as previous research on employee research focused on employees’ person-alities, without regard to corporate branding Furthermore, the empirical researchshowed that well-matched employees with personality of company can enhanceboth ES and CS

In the second chapter, “Managing the multi-dimensionality of corporate image:From the stakeholders’multi-layered experience perspective,” Kim and Suh reviewcorporate image from a strategic perspective and attempt to conceptualize corpo-rate image as an established, managerial concept based on stakeholder manage-ment (i.e., consumers/ public) The relation between overall corporate image andconsumers’/public’s multilayered personal experience are explored in this study,and empirical results suggest that particular attributes of corporate image can be in-fluenced by the multiple facets of consumer experience with the situations of thecompany Hence, this study demonstrates the importance of considering the holis-tic multidimensions of stakeholders’ experience and identities when determiningand implementing a successful corporate image for the company The chapter alsoprovides an in-depth discussion of the multidimensionality of corporate image andseveral theories on the conceptualization of corporate image

In the third chapter, “Conceptualizing sponsorship: An item and relational count,” Weeks, Cornwell, and Humphreys attempt to fill a void in the current per-spective on sponsorship research, that is, the lack of a comprehensive psychologicalconceptualization of how sponsorship works to affect its audience Based on

ac-Einstein and Hunt’s (1980) relational and item theory, the authors develop a cal framework of how sponsorship operates when used to achieve image-related andawareness objectives and to provide guidance for enhancing sponsorship practice.The study found that the perceived semantic relation between the sponsor andsponsee is crucial, as is the item-specific or relational specific of the relationship, asthese affect sponsorship effectiveness Thus, the use of item and relational informa-tion framework will strengthen the existing theoretical framework for future sponsor-ship research.

theoreti-PART V: INDIVIDUAL CHARACTERISTICS AND CULTURE

In the first chapter, “Values, brands, and image,” Kim, Boush, Marquardt, andKahle provide an insightful study of values as an important tool to further the un-derstanding of brand image and consumer patterns As personal value is typicallyone of the factors contributing to image, the connection of a brand image to a strongconsumer value is important Hence, the concept of branding is discussed in terms

of its relation to two key related concepts: namely, an image and a personal (or cial) value The effects of values and relationships are applied to the brand exten-sion concept and various consumer models Overall, this study contributesconceptually to Keller’s (2003) holistic model of brand knowledge and image byexpanding on the various relations of image, values, and branding There are alsopractical implications of values and image, as discussed in consumer models

so-In the second chapter, “‘Image’ attributes of automobiles and their influence onpurchase price decisions,” Powers expands on current consumer behavior researchthat shows that image attributes of products or the purchase environment can affectthe consumer decision-making process and provides a real-life empirical study totest the relation between image attributes (e.g., color, engine size of car) and price

in a consumer behavior context (i.e., automobile industry) As there have been fewstudies that explicitly investigated the relation between emotion/affect and price,especially with real market empirical tests performed, this study will provide muchneeded insight into the conceptual-level relation between emotion/affect and theconsumer decision-making process The result of the study shows that image attrib-utes can be powerful tools for marketing strategies for automobile sales The realmarket validation and results also provide strong implications for automobile andconsumer products managers

In the third chapter, “Assessing the influence of cultural values on consumer ceptibility to social pressure for conformity: Self-image enhancing motivationsversus information searching motivation,” Jung reviews the effect of certain cul-tural values in moderating the social conformity impact Although social confor-mity is a widespread phenomenon, there is a current lack of studies on consumerconformity under social pressure This chapter also provides extensive review onsocial psychology and marketing research on social conformity, from Asch’s(1951) experiments to current research on the topic In addition, this chapter also

provides managerial implications for adapting to social conformity process in acertain cultural region.

In the fourth chapter, “The impact of media and culture on the consumption ues of women in China and Taiwan,” Liao and Bei explore the role of culture, soci-etal norms, and mass media on the traditional Confucian values and theconsequential impact of related consumption values for the women in China andTaiwan Liao and Bei also provide an in-depth and insightful discussion on the eco-nomic change, social change, and foreign influence in the two countries in the pastseveral decades and the consequential impact on the culture, values, and attitudes ofChinese women in the two countries The chapter provides managerial implica-tions based on the findings on the influence of mass media on consumption values

val-In the fifth chapter, “Cross-cultural comparisons of a brand personality in printmedia: The case of mainland China and Taiwan,” Shen, Bei, and Wu compare thebrand personalities exhibited in print media for two Chinese cultures and the impli-cations for different brand personalities The authors found that excitement andcompetence dimensions are more greatly represented than other dimensions forboth cultures In recent times, there has been an increased interest in the concept ofbrand personality, and research has shown cultural differences in brand personality(Aaker, 1997) This study extends previous research on cross-cultural differencesand provides fresh evidence for the case

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con-sumer research Journal of Concon-sumer Research, 24, 343–373.

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concep-tual framework Annals of Tourism Research, 29, 56–78.

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eq-uity Journal of Marketing, 57, 1–22.

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identifi-cation on brand loyalty: Applying the theory of social identifiidentifi-cation Japanese

Lien-Ti Bei is a Professor at the Department of Business Administration, National

Chengchi University In 1988, Lien-Ti Bei graduated from National Taiwan versity with a Bachelor of Science degree in Psychology She earned her Master’sand PhD degrees in consumer behavior from Purdue University Immediately aftercompleting her doctoral program, she took the position of Associate Professor atNational Chengchi University in August 1995 In the years of teaching, she haswon three Excellent Teaching Awards voted by students Lien-Ti also devotes her-self to research Three Outstanding Research Awards from The National ScienceCouncil in Taiwan and more than 50 Chinese and English journal articles and con-ference presentations are evidence of her on-going devotion to research Her re-search interests are consumer information processing, cross-cultural comparisons

Uni-of consumer behavior, branding strategies, and brand personality Lien-Ti is nowalso the Director of the Office of Student Affairs, College of Commerce, NationalChengchi University

David M Boush is Associate Professor of Marketing at the University of Oregon.

Research interests include trust, brand equity, consumer socialization, and

re-sponse to advertising His articles have appeared in such outlets as the Journal of Consumer Research, Journal of Marketing Research, Journal of Business Re- search, and the Journal of International Business Studies He is a member of the

American Marketing Association, the Society for Consumer Psychology, the ciation for Consumer Research, and the Academy of Marketing Science He is also

Asso-a former mAsso-arketing reseAsso-arch Asso-anAsso-alyst for HAsso-allmAsso-ark CAsso-ards His visiting Asso-appointmentsinclude a stint at ESSEC, and a series of e-commerce classes for UC-Berkeley ex-

tension He currently serves on the editorial board of the Journal of the Academy of Marketing Sciences and has served as Chair of the Department of Marketing at the

University of Oregon

Laura A Brannon is Associate Professor of Psychology at Kansas State

Univer-sity, Manhattan, Kansas She received her doctorate in social psychology from TheOhio State University She has published articles and chapters on a variety of topics

on the psychology of persuasion, including how consumers process scarcity peals, counterattitudinal messages, and health communications Some of this re-

ap-search has appeared in journals such as the Journal of Consumer Psychology, Personality and Social Psychology Bulletin, Psychonomic Bulletin and Review, and

xxvii

xxviii ABOUT THE AUTHORS

Health Communication Her research has been funded by NSF, NIMH, and the

USDA Brannon’s ongoing research programs focus on persuasion and ance/social influence theories She has extended her research on the basic pro-cesses of persuasion and compliance to various applied areas Much of her currentresearch addresses social marketing and applies marketing and social influencetechniques to the amelioration of social problems, in particular, to the fostering ofhealth-promoting behaviors

compli-Timothy C Brock is Professor of Psychology at The Ohio State University,

Co-lumbus, Ohio He has published articles and chapters on a variety of topics in thepsychology of persuasion, including effects of salesperson–consumer similarity onpurchasing behavior, the role of cognitive responses in determining acceptance ofpersuasive messages, and the effect of cognitive tuning on attitude change persis-

tence His books include Order of Presentation in Persuasion (with C I Hovland et al.), Psychological Foundations of Attitudes (with A G Greenwald and T M Ostrom), Cognitive Responses in Persuasion (with R E Petty and T M Ostrom), Attention, Attitude, and Affect in Response to Advertising (with E Clark and D Stewart), and Persuasion: Psychological Insights and Perspectives (with S.

Shavitt) He is a past president of the Society for Consumer Psychology and a ient of the Society’s Distinguished Scientist Award

recip-Wei Shan Chin received her degree in Psychology (Honors) from the

Univer-sity of Michigan, Ann Arbor, where she earned the Muenzer Memorial Awardfor Outstanding Psychology Honors student After graduation, she worked in aSingapore-listed company, Health Management International, as a business ex-ecutive A research enthusiast, she has a diverse interest in all forms of businessresearch

Dong-Sung Cho is Professor of Strategy, International Business and Management

Design at Seoul National University He received a doctoral degree from HarvardBusiness School in 1976 and worked at Gulf Oil’s Planning Group before joiningSNU in 1978 He was a visiting professor at HBS, INSEAD, Helsinki School ofEconomics, the University of Tokyo, University of Michigan, Duke, and Peking

University Among the 42 books he published are The General Trading Company

by Lexington Books (1986), Tiger Technology: the Rise of the Semiconductor dustry in Asia by Cambridge University Press (1999), and From Adam Smith to Mi- chael Porter: Evolution of Competitiveness Theory by World Scientific (2000) His papers appeared in California Management Review, International Journal of Ad- vertising, Journal of Business Research, Journal of World Business, Long Range Planning, Organization Science, and Research Policy He was Dean of the College

In-of Business Administration, SNU, 2001–2003, and Dean In-of the Graduate School In-ofInternational and Area Studies, SNU, 1999–2001 He has been on the Board of

Directors at 15 multinational companies and research organizations He is ary Consul General of the Government of Finland in Korea.

Honor-T Bettina Cornwell (PhD, The University of Texas) is Professor of Marketing in

the UQ Business School at the University of Queensland She was formerly sor of Marketing in the Fogelman College of Business and Economics at the Uni-versity of Memphis in the United States Her research focuses on promotion andconsumer behavior, especially with regard to international and public policy issues.Articles on the topics of consumer behavior and sponsorship-linked marketing

Profes-have recently appeared in the Journal of Advertising, Journal of Advertising search, Journal of Consumer Marketing, Journal of Consumer Affairs, and the Journal of Public Policy and Marketing.

Re-Federico de Gregorio is an Assistant Professor of Advertising in the College of

Communication and Information Sciences at the University of Alabama He hasworked as both a marketing analyst and a copywriter His research interests are

in product placement, implicit cognitive processes, and emotional appeals inadvertising

Kyoo-Hoon Han is a doctoral candidate in the Grady College of Journalism and

Mass Communication at the University of Georgia He completed his Master’s gree at the University of Missouri–Columbia Before studying at graduate pro-grams in the United States, he worked as a TV commercial planner and producer atKorad, Ogilvy & Mather, one of the major South Korean advertising agencies Hisclients included Daewoo Motors, Daewoo Electronics, Julia Cosmetics, HaitaiConfectionery, and Kumho Tires

de-Michael S Humphreys majored in Psychology, receiving his BA from Reed

College in 1964 and PhD in 1970 from Stanford University After serving on thefaculty of the University of British Columbia and Northwestern University, hemoved to the University of Queensland in 1979 In 1990 he was elected as a Fel-low in the Academy of Social Sciences in Australia He is currently Professor ofPsychology and Director of the Key Centre for Human Factors and Applied Cog-nitive Psychology He has published widely in the areas of human memory and at-tention including work on a) how to link individual differences and motivationalstates to human performance, b) the complexity of memory representations, c)the separation of current and prior memories, d) the creation of false memories, e)the role of cues in short-term memory, and f) the implications of connectionistmodels for human memory

Scott M Jones (PhD in Marketing, University of Oregon) is an Assistant Professor

of Marketing at Clemson University in South Carolina His research interests

in-xxx ABOUT THE AUTHORSclude how consumers perceive and interpret brands and brand partnerships, themarketing of sport, and entrepreneurship.

Heonsoo Jung is Assistant Professor of Marketing at School of Business, Konkuk

University He received a PhD in marketing from New York University and a MSfrom the School of Statistics at Stanford University He received an honorary doc-torate from New York University His research interests are in marketing engineer-ing, high-tech marketing, and international marketing, and he is actively engaged inresearch on them Professor Jung’s consulting clients include companies such asSamsung Electronics and LG Electronics

Kwon Jung is currently an Associate Professor at the KDI School of Public

Pol-icy & Management in Korea He received his PhD in marketing from the sity of Illinois at Urbana–Champaign in 1996 He taught at the NationalUniversity of Singapore before he joined the KDI School in 2002 His researchand teaching interests include marketing/business research, cross-cultural con-sumer behavior, consumer lifestyles, and new product development & brandmanagement His research publications have appeared in the international and re-

Univer-gional journals including Psychology & Marketing, Journal of Cross-Cultural Psychology, Journal of International Marketing, Asia-Pacific Journal of Man- agement, and many international conference proceedings He also co-authored the book, Understanding Singaporeans: Values, Lifestyles, Aspirations and Con- sumption Behaviors (2004).

Kevin E Kahle is a student at the University of Oregon and works as a business

consultant based in Eugene, Oregon

Lynn R Kahle holds an endowed chair, the James Warsaw Professorship of

Marketing, at the University of Oregon He spent the 2004–2005 academicyear on sabbatical as a visiting professor of Marketing at Singapore Manage-ment University Topics of his research include social adaptation, values, andsports marketing He has published more than 150 scholarly articles His

books include Social Values and Social Change, Marketing Management, Values, Lifestyles, and Psychographics, Sports Marketing and the Psychology

of Marketing Communications, and Euromarketing and the Future He has

served as President of the Society for Consumer Psychology, President of theCity of Eugene Human Rights program, and Chair of the Department of Mar-keting at the University of Oregon He was Founding Director of the Warsaw

Sports Marketing Center, which Sports Illustrated (Oct 7, 2002) called the

“best sports management school.” He served as Editor of Sport Marketing Quarterly A recent ASA study classified him as one of the 50 most frequently

cited marketing professors

Ah-Keng Kau is a professorial fellow with the NUS Business School, National

University of Singapore, and the Deputy Director of NUS Entrepreneurship ter He received his PhD in business administration from London Graduate School

Cen-of Business Studies, U.K He has done and supervised many studies on servicesmarketing He has published extensively in various international journals, includ-

ing the Journal of Marketing Research, International Marketing Review, Journal of Business Ethics, Internal Journal of Small Business, Journal of International Con- sumer Marketing, Tourism Management, Psychology and Marketing, Journal of Travel Research and Social Indicators Research Presently, he is on the editorial ad- visory boards of Management and Development, Journal of Asia Pacific Mar- keting, and Singapore Management Review He has also jointly authored three books: Values and Lifestyles of Singaporeans: A Marketing Perspective (1991), Seven Faces of Singaporeans: Their Values, Aspirations and Lifestyles (1998), and Understanding Singaporeans: Values, Lifestyles, Aspirations and Consumption Behaviors (2004).

Chung-Hyun Kim (PhD in marketing, University of Oregon) is professor of

mar-keting/advertising at Sogang University, Seoul, Korea His major research interestsinclude integrated marketing communications, advertising, brand management,and consumer behavior He has consulted with several corporations including SK

Telecom, POSCO, and ad agencies in Korea He is a former editor of the Korean Journal of Advertising.

Woo-Sung Kim received his undergraduate degree in English education from

Se-oul National University, South Korea He received two masters’degrees in ogy and business administration from the University of Missouri and his PhDdegree in marketing from the University of Oregon He has been an assistant pro-fessor at Youngsan University, S Korea, and is now the chair of the Department ofMarketing He has taught numerous courses including Consumer Behavior, Mar-keting Research, Marketing Communication, Service Marketing, Marketing Prin-ciples, Special Seminar in Marketing Management, and Research Methods inBusiness at the University of Oregon and Youngsan University He published arti-

psychol-cles in Journal of Consumer Psychology, Korean Journal of Consumer Studies, and Korean Journal of Consumption Culture His research interests are in brand man-

agement, consumer decision making, advertising effects, sports marketing andconsumer behavior, and experiential marketing

Suna La teaches at the department of management at Korea National Open

Univer-sity She received her PhD in marketing from Seoul National UniverUniver-sity Her work

has appeared in Psychology & Marketing, Service Industries Journal, Korean keting Review, and Korean Journal of Consumer Studies Her current research in-

Mar-terests include brand personality, customer loyalty, dimensions of service quality,and internal branding.

Gretchen Larsen is a Lecturer in Marketing at Bradford University School of

Management Before joining the School of Management, Gretchen was a lecturer

at the University of Otago, in New Zealand, where she also completed her PhD onthe symbolic consumption of music She developed and tested a model depictingthe relation among the consumer’s self-concept, the symbolic properties of musicand the consumption context Gretchen continues to develop her interest in musicand arts consumption, alongside other research interests including consumer be-havior, symbolic consumption, film and destination image, consumer policy andinterpretive methods

Tsai-Ju Liao is an assistant professor in the Department of International Business,

Providence University In 1996, she graduated from National Chengchi Universitywith a Bachelor of Business Administration degree in statistics She earned herMBA degree from National Central University Her research interests include mar-keting, international business management, and strategic management She haspresented seven Chinese and English conference papers

Adam Marquardt is a Marketing PhD student in the Charles H Lundquist College

of Business at the University of Oregon He obtained his MBA from the University

of Tennessee at Knoxville, with concentrations in marketing, integrated valuechain management, and sports management His research interests include entre-preneurial value proposition creation, self-image and brand image congruence, andthe building of customer relationships through brand imagery and affiliation Hehas had conference proceedings and presentations accepted at AMA and AMS

Roger Marshall is Associate Professor of Marketing at Nanyang Business School,

Nanyang Technological University in Singapore

Philip J Mazzocco is currently a PhD candidate in social psychology and a

Lec-turer in psychology at The Ohio State University, Columbus, Ohio His tion, for which he was awarded the American Psychological AssociationDissertation Research Award, examines factors that moderate the impact of text-elicited mental imagery on attitude change Generally, his research interests lie inthe areas of social influence and judgment and decision making He is co-authoring a book summarizing and integrating work on the psychology of scar-city (with Timothy C Brock and Geoff F Kaufman)

disserta-WoonBong Na is a Professor of international business at Kyunghee University in

Seoul, Korea

C W Park is Joseph A DeBell Professor of Marketing Prior to joining the

Mar-shall School of Business, Professor Park was Albert Wesley Frey DistinguishedProfessor of Marketing at the Katz School of Business at the University of Pitts-burgh (1979–1997) He holds a BA degree in German language and literature fromSeoul National University in Korea and an MS and PhD in Business Administrationfrom the University of Illinois Professor Park is an editorial board member of the

Journal of Marketing and Journal of Consumer Research and a member of the board of advisors of Journal of Market-Focused Management He has published numerous articles in Journal of Marketing Research, Journal of Consumer Re- search, and Journal of Marketing His works have also appeared in many other journals, including Organizational Behavior and Human Performance, Journal of Advertising, Journal of Consumer Marketing, and Current Issues and Research in Advertising His current research interests include the conceptual- measurement

model of brand equity, mental budgeting of time and money, identifying extensionboundary-breaking strategies in the brand extension context, and developing brandfortification strategies through brand extensions Professor Park has conducted re-search in the consumer behavior area, concentrating on individual and dyadic deci-sion making and choice, information processing, marketing communications,social influence, and branding decisions Professor Park is internationally ac-claimed and widely recognized as one of the most frequently cited researchers inthe field of consumer behavior He was an advisor for Samsung Corporation formany years, offering consulting services in marketing and corporate strategy is-

sues Professor Park co-authored Marketing Management (Dryden Press, 1987),

with Dr Gerald Zaltman from Harvard University In 1987 he was the recipient of

the Alpha Kappa Psi award for his article, which appeared in Journal of Marketing.

Professor Park teaches marketing management and promotion strategies at theMBA level and marketing strategy and consumer behavior at the doctoral level.Since 1991, he also has taught marketing strategies to Samsung executives in theSamsung Executive Education Program

Ajit Arun Parulekar is an associate professor of marketing at the Goa Institute of

Management in India He has previously worked as a brand manager in the ceutical industry specializing in new product launches His research interests focus

pharma-on measurement issues related to brands and studying the impact of marketingcommunications on aspects of brand equity He is also a member of the AmericanMarketing Association

Keiko I Powers is the Senior Director, Statistical Analysis at Power Information

Network, an affiliate of J D Power and Associates She obtained her PhD degree inquantitative psychology/psychometrics from University of California, Los An-geles, in 1990 After completing her PhD degree, she worked at UCLA AndersonSchool of Management as an Associate Researcher conducting various academicand marketing research projects in consumer behavior, market response modeling,

xxxiv ABOUT THE AUTHORSand public policy Her recent academic research interests focus on application ofadvanced statistical approaches, such as multivariate time series modeling, corre-spondence analysis, and general linear modeling, to various consumer behaviortopics In particular, she has been investigating psychological and behavioral as-pects of consumers’ experience with automobile purchases She has also been con-ducting research on sampling and projection methodology for the automobileindustry.

Preety Raheja works with Sapient Corporation in Gurgaon in India as an HR

professional She finished her MBA from Goa Institute of Management in 2003.Prior to that she worked as an IT journalist for two years with Dataquest maga-zine Preety lives with her parents, younger sister, and dog in Gurgaon (NewDelhi suburb)

Yung-Cheng Shen is an assistant professor of Yuan-ze University, Taiwan

Hav-ing obtained the doctoral degree in cognitive psychology from Columbia sity in New York in 1997, Yung-Cheng has been working at universities andmarketing consulting firms since then His major research interests are in brand-ing, consumer decision making and attitude change Specific topics include con-sumer evaluations of brand extensions, assimilation and contrast effects inbranding and advertising He also teaches consumer behavior, marketing re-search, and marketing management for undergraduate as well as MBA andEMBA programs

Univer-Youngsoek Son is Associate Professor, Department of Advertisement and Public

Relations, Hallym University, S Korea

Taewon Suh has been teaching at Texas State University since 2003 He received

his degrees from Sogang University in Communication and from Saint Louis versity in International Business & Marketing His teaching and research interestsspan marketing communications, international marketing, and corporate strategy

Uni-He has published 14 research articles in academic journals such as Journal of national Business Studies, Journal of Marketing Communications, Journal of Sup- ply Chain Management, and International Marketing Review, among others.

Inter-Yong-Gu Suh is Associate Professor of Marketing and Retailing at Sookmyung

Women’s University in Seoul He received a doctoral degree from Oxford sity in 1996 and worked for KIET (Korea Institute for Industrial Economics andTrade) as a research fellow before he joined the University He has written five

Univer-books, all in Korean, including Mini Skirt Marketing (2004) and Creative keting Strategy (2003) His papers appeared in Journal of Consumer Marketing and Journal of International Consumer Marketing He is currently directing the

Mar-brand-new Le Cordon Bleu–Sookmyung MBA program and has been a marketingadvisor committee member for Hyundai–Kia Motors since 2002.

Patrick T Vargas received his PhD in Social Psychology from The Ohio State

University in 1997 He spent one year as a post-doctoral fellow at the University ofNew South Wales, and has been at the University of Illinois, Urbana–Champaign,since 1998 He has appointments in the Departments of Advertising, Psychology,and the Institute of Communications Research His primary research interests areimplicit attitude measurement, attitude–behavior relations, stereotyping and preju-dice, and social cognition

Clinton S Weeks is currently a PhD candidate at the University of Queensland

Business School and School of Psychology, in Australia He completed graduate degrees in Arts and Business Management at the University ofQueensland His research interests are in the area of cognitive psychology (pri-marily memory and information processing) and marketing (primarily sponsor-ship-linked marketing)

under-Chih-Yun Wu is a PhD student in the Department of Business Administration,

Na-tional Chengchi University She earned her MBA degree from the same universityand specialized in brand management and consumer behavior Her undergraduatemajor, Chinese literature, though very different from MBA, helped her with herthesis, a cross-cultural comparison of brand personality in advertising, in manyways Her research interests include brand personality and cross-cultural compari-son of consumer behavior

Youjae Yi is a professor of marketing in the College of Business Administration at

Seoul National University After receiving his PhD in marketing from StanfordUniversity, he taught at the University of Michigan in Ann Arbor (1987–1993) He

has published widely in journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Applied Psychology, and Journal of Econometrics.

He was an editor of the Korean Journal of Consumer Studies and Seoul Journal ofBusiness, and he co-chaired the Asia-Pacific ACR Conference in 2004 He has alsoserved on the board of LG company, on the Advisory Council of ACR, and on the

editorial board of several journals such as Journal of Consumer Research.

Sukki Yoon is a doctoral candidate majoring in advertising at the Institute of

Com-munications Research at the University of Illinois at Urbana-Champaign, where heteaches classes in international advertising and advertising research methods Hereceived his MA degree in advertising from the Michigan State University in 2000.His areas of interest include advertising strategy and consumer behavior As a free-lance columnist and reporter, he writes regularly on advertising

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This section provides an overview of the theoretical and conceptual frameworks onthe mental representation and creation of image from various perspectives The au-thors of individual chapters discuss the creation, processes, and constructs of men-tal imagery and seek to understand further image and consumer behavior Thechapters illuminate past studies in the particular area of image study and present in-novative new conceptualizations and approaches to the study of mental representa-tion of image.

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to be known as brand image Although the concept of brand image is among themost central in marketing, marketers are hard pressed to agree on what the termmeans (Dobni & Zinkhan, 1990), and its literature is characterized by a variety ofinteresting empirical findings predicated on a diverse array of conceptual frame-works For example, the brand image has been described as a category (Boush,1993a, 1993b; Boush & Loken, 1991), a schema (Bridges, 1990), and part of a be-lief hierarchy (Reynolds & Gutman, 1984) Taken individually, these struc-ture-based perspectives offer theoretical consistency; however, many questionsrelevant to managing the brand are never addressed The literature on brand image

is also characterized by a narrow focus on the brand images held by consumers, cluding the way a brand image may influence decisions made by competitors, re-tailers, and other stakeholders The purpose of this chapter is to synthesize what weknow about brand image and to provide an integrated framework for conductingadditional research Such a framework should be comprehensive in the sense that

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