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@article{ART002434834},
author={Seungbae Park and Jae-Won Hong},
title={The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2019},
volume={24},
number={1},
pages={231-238},
doi={10.9708/jksci.2019.24.01.231}

TY - JOUR
AU - Seungbae Park
AU - Jae-Won Hong
TI - The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment
JO - Journal of The Korea Society of Computer and Information
PY - 2019
VL - 24
IS - 1
PB - The Korean Society Of Computer And Information
SP - 231
EP - 238
SN - 1598-849X
AB - The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising frame into loss and gain frame and examine the effect on brand attachment, The effect of unique advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.
KW - Advertisement uniqueness;Brand attachment;Brand marketing;Gain and loss frame
DO - 10.9708/jksci.2019.24.01.231
ER -

Seungbae Park and Jae-Won Hong. (2019). The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment. Journal of The Korea Society of Computer and Information, 24(1), 231-238.

Seungbae Park and Jae-Won Hong. 2019, "The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment", Journal of The Korea Society of Computer and Information, vol.24, no.1 pp.231-238. Available from: doi:10.9708/jksci.2019.24.01.231

Seungbae Park, Jae-Won Hong "The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment" Journal of The Korea Society of Computer and Information 24.1 pp.231-238 (2019) : 231.

Seungbae Park, Jae-Won Hong. The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment. 2019; 24(1), 231-238. Available from: doi:10.9708/jksci.2019.24.01.231

Seungbae Park and Jae-Won Hong. "The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment" Journal of The Korea Society of Computer and Information 24, no.1 (2019) : 231-238.doi: 10.9708/jksci.2019.24.01.231

Seungbae Park; Jae-Won Hong. The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment. Journal of The Korea Society of Computer and Information, 24(1), 231-238. doi: 10.9708/jksci.2019.24.01.231

Seungbae Park; Jae-Won Hong. The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment. Journal of The Korea Society of Computer and Information. 2019; 24(1) 231-238. doi: 10.9708/jksci.2019.24.01.231

Seungbae Park, Jae-Won Hong. The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment. 2019; 24(1), 231-238. Available from: doi:10.9708/jksci.2019.24.01.231

Seungbae Park and Jae-Won Hong. "The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment" Journal of The Korea Society of Computer and Information 24, no.1 (2019) : 231-238.doi: 10.9708/jksci.2019.24.01.231