Creating Images and the Psychology of Marketing Communication (Advertising and Consumer Psychology)

Книга Creating Images and the Psychology of Marketing Communication Creating Images and the Psychology of Marketing Communication Книги Психология, философия Автор: Lynn R. Kahle, Chung-Hyun Kim Год издания: 2006 Формат: pdf Издат.:Lawrence Erlbaum Associates Страниц: 440 Размер: 3,6 ISBN: 0805852166 Язык: Английский0 (голосов: 0) Оценка:The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book.Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication For Academics And Students In Consumer Psychology, Marketing, And Communication, Kahle (marketing, U. Of Oregon) And Kim (marketing/advertising Sogang U., South Korea) Compile 21 Essays Describing Research On Powerful Images And Their Abstract And Mental Representation. Researchers From Around The World Discuss Theories Of Image Creation (schema Correspondence Theory, Social Constructionism, And Persuasion); Country, Individual And Celebrity, And Corporate Images; And The Impact Of Individual Consumer Characteristics And Culture. They Examine Korea, New Zealand, And China, Celebrities As Brands, Sports Figures, And Female Images In Cosmetics, As Well As Brand-employee Congruence And Sponsorship. Also Described Are Values, Automobile Images, Motivation And Conformity, And Female Consumers And Print Media In China And Taiwan. Annotation :2006 Book News, Inc., Portland, Or (booknews.com). A Strategy-based Framework For Extending Brand Image Research / David M. Boush And Scott M. Jones -- Measuring The Prototypicality Of Product Categories And Exemplars : Implications Of Schema Correspondence Theory / Laura A. Brannon And Timothy C. Brock -- Emergence And Change Of Consumer Product Image In Social Constructionism Perspective / Junko Kimura -- Understanding The Role Of Mental Imagery In Persuasion : A Cognitive Resources Model Analysis / Philip J. Mazzocco And Timothy C. Brock -- From Image To Experience / Bernd Schmitt -- Building A National Image With Words : The Role Of Word Of Mouth In Establishing Korea's International Image / Woonbong Na [and Others] -- Measuring The National Image : The Case Of South Korea / Dong-sung Cho, And Yong-gu Suh -- The Social Construction Of Destination Image : A New Zealand Film Example / Gretchen Larsen And Veronica George --^ Chinese Consumers' Evaluation Of Hybrid Country Of Origin Products : Effects Of Decomposed Elements Of Country Of Origin, Brand Name, And Consumers' Ethnocentrism / Kwon Jung And Ah-keng Kau -- Managing Celebrities As Brands : Impact Of Endorsements On Celebrity Image / Ajit Arun Parulekar And Preety Raheja -- A Cultural Third-person Effect : Actual And Expected Effects Of Source Expertise Among Individualists And Collectivists / Sukki Yoon And Patrick T. Vargas -- Sports Celebrities' Image : A Critical Evaluation Of The Utility Of Q Scores / Kevin E. Kahle And Lynn R. Kahle -- A Range Of Female Beauties : A Cross-cultural Analysis Of Cosmetics Tv Commercials / Kyoo-hoon Han And Federico De Gregorio -- Well-matched Employees Make Customers Happy : Effects Of Brand-employee Congruence / Youjae Yi And Suna La -- Managing The Multidimensionality Of Corporate Image : From The Stakeholders' Multilayered Experience Perspective / Chung-hyun Kim And Taewon Suh --^ Conceptualizing Sponsorship : An Item And Relational Information Account / Clinton S. Weeks, T. Bettina Cornwell, And Michael S. Humphreys -- Values, Brands, And Image / Woo-sung Kim [and Others] -- Image Attributes Of Automobiles And Their Influence On Purchase Price Decision / Keiko I. Powers -- Assessing The Influence Of Cultural Values On Consumer Susceptibility To Social Pressure For Conformity : Self-image Enhancing Motivations Vs. Information Searching Motivation / Heonsoo Jung -- The Impact Of Media And Culture On The Consumption Values Of Women In China And Taiwan / Tsai-ju Liao And Lien-ti Bei -- Cross-cultural Comparisons Of Brand Personality In Print Media : The Case Of Mainland China And Taiwan / Yung-cheng Shen, Lien-ti Bei, And Chih-yun Wu. Edited By Lynn R. Kahle & Chung-hyun Kim. Includes Bibliographical References And Indexes. Contents......Page 6 Foreword......Page 10 Preface......Page 16 About the Authors......Page 28 I. THEORIES OF IMAGE......Page 38 1. A Strategy-Based Framework for Extending Brand Image Research......Page 40 2. Measuring the Prototypicality of Product Categories and Exemplars: Implications of Schema Correspondence Theory......Page 68 3. Emergence and Change of Consumer Product Image in Social Constructionism Perspective......Page 84 4. Understanding the Role of Mental Imagery in Persuasion: A Cognitive Resources Model Analysis......Page 102 5. From Image to Experience......Page 116 II. COUNTRY IMAGE......Page 120 6. Building a National Image With Words: The Role of Word of Mouth in Establishing Korea’s International Image......Page 122 7. Measuring the National Image: The Case of South Korea......Page 142 8. The Social Construction of Destination Image: A New Zealand Film Example......Page 154 9. Chinese Consumers’ Evaluation of Hybrid Country of Origin Products: Effects of Decomposed Elements of Country of Origin, Brand Name, and Consumers’ Ethnocentrism......Page 178 III. INDIVIDUAL AND CELEBRITY SOURCE IMAGE......Page 196 10. Managing Celebrities as Brands: Impact of Endorsements on Celebrity Image......Page 198 11. A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise Among Individualists and Collectivists......Page 208 12. Sports Celebrities’ Image: A Critical Evaluation of the Utility of Q Scores......Page 228 13. A Range of Female Beauties: A Cross-Cultural Analysis of Cosmetics TV Commercials......Page 238 IV. CORPORATE IMAGE......Page 258 14. Well-Matched Employees Make Customers Happy: Effects of Brand-Employee Congruence......Page 260 15. Managing the Multidimensionality of Corporate Image: From the Stakeholders’ Multilayered Experience Perspective......Page 282 16. Conceptualizing Sponsorship: An Item and Relational Information Account......Page 294 V. INDIVIDUAL CHARACTERISTICS AND CULTURE......Page 314 17. Values, Brands, and Image......Page 316 18. Image Attributes of Automobiles and Their Influence on Purchase Price Decision......Page 328 19. Assessing the Influence of Cultural Values on Consumer Susceptibility to Social Pressure for Conformity: Self-Image Enhancing Motivations vs. Information Searching Motivation......Page 346 20. The Impact of Media and Culture on the Consumption Values of Women in China and Taiwan......Page 368 21. Cross-Cultural Comparisons of Brand Personality in Print Media: The Case of Mainland China and Taiwan......Page 388 B......Page 402 C......Page 404 E......Page 405 G......Page 406 H......Page 407 K......Page 408 L......Page 409 M......Page 410 N......Page 411 P......Page 412 S......Page 413 W......Page 415 Z......Page 416 A......Page 418 B......Page 420 C......Page 423 D......Page 427 E......Page 428 G......Page 429 I......Page 430 J......Page 431 M......Page 432 N......Page 433 O......Page 434 P......Page 435 S......Page 437 T......Page 440 W......Page 441 Y......Page 442 The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book. Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication. Aims 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 growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image