This research experimentally investigated the interactive effects of regulatory focus and brand personality on persuasion in advertising. Specifically, the study sought to know whether the interplay would increase a positive attitude toward the advertisement, the brand and purchase intention. The results of this present research showed that excitement brand personality was concerned with a promotion focus and when an exciting brand is advertised with a promotion focused message, the effectiveness of the advertisement was increased. In contrast, competence brand personality was concerned with prevention focus and when a competent brand is advertised with a prevention focused message, the effectiveness of the advertisement was increased. / text
| Identifer | oai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/ETD-UT-2011-05-3319 |
| Date | 20 July 2011 |
| Creators | Kim, Dong Hoo, 1977- |
| Source Sets | University of Texas |
| Language | English |
| Detected Language | English |
| Type | thesis |
| Format | application/pdf |
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