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Nonoko Ikuji,Mana Nagasaki,Yuumi Ogura,Mai Kikumori 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Previous research has suggested that celebrity advertisements have negative impacts on consumers’ perceptions of the advertised brands or products. Such negative impacts are called “eclipsing”, which occurs when the celebrity overshadows the endorsed brands and products. It has been found that eclipsing occurs when the celebrity and the brand image do not match and/or when consumer attachment to a celebrity is low. However, since two conditions are related to individual characteristics, marketers cannot operate the conditions under which the eclipsing occurs. Moreover, previous research has focused on only consumer attitudes. What is essential for consumers’ actual purchase is that they can remember the advertised brands and easily recall them. Therefore, the purpose of this study is to investigate the impacts of eclipsing on brand memory and to identify the suppressed conditions which can be easily operated by marketers or advertisers. In particular, we focus on the facial expression of celebrity and examine the effect of smile and rest on brand attitude and brand recall. To test proposed hypotheses empirically, this study conducted a laboratory experiment based on a 2 (eclipsing: high vs. low) × 2 (facial expression: smile vs. rest) × 2 (sex of celebrity endorser: male vs. female) between-subjects factorial design. The results showed that the interaction effects of eclipsing and facial expression on brand recall were significant. It suggests that the effects of eclipsing on brand recall are suppressed when the celebrity endorser has the resting expression. The finding of this study implies that marketers or advertisement creators should consider carefully the celebrity endorsers’ facial expression not to prevent consumers’ memory of the advertised brand.
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日本人觀光客が「謝罪がない」と感じた接客場面における不滿の種類と韓國人接客者の對應 -韓國旅行情報サイトの投稿をもとに-
이취조야향 ( Sayaka Ibuki ),대지삼 ( Shin Oike ),근유미 ( Yuumi Kon ),중촌유리 ( Yuri Nakamura ) 한국일어교육학회 2015 일본어교육연구 Vol.0 No.33
本稿では、韓國旅行情報サイトの投稿から、日本人觀光客が不滿を抱いたにもかかわらず「謝罪がない」と感じた事例を抽出し、「日本人觀光客の不滿の種類」「韓國人接客者の對應の仕方」「これら2の關連性」の3點を考察した。その結果、「不滿の種類」は10種類、「對應の仕方」は9種類に分類できた。不滿の種類の中で最も多かったのは「間違い系」、對應の仕方の中で最も多かったのは「對處せず無反應」であった。また、すべての不滿の種類において、對處の有無にかかわらず「無反應」という反應が最も多く見られた。そこから、「無反應」という槪念で壹括りにされている對應には、①日本人觀光客が不滿を抱いていることに氣づいていないため反應がない、②不滿には氣づいているが責任回避のために反應を示さずにいる、③韓國人接客者自身は表情や身ぶりで何らかの反應を示しているつもりであるが日本人關光客にはそれが傳わっていない、などの複數の原因が混在している可能性が考えられた。さらに、「間違い系」「危ない系」「食品衛生系」「施設の不備系」という不滿の種類では「對處有り」という對應の仕方の割合が比較的多く、「汚れる系」「放置系」「無禮系」「自分勝手系」では「對處無し」の割合が比較的多いことが確認できた。そこから、韓國人接客者は「目的達成指向性」が强く、そのため「取り返しがつく」場合は對處はするものの謝罪はせず、「取り返しがつかない」場合には對處も謝罪もしない傾向があるのではないかということが考えられた。 This research studied three points, e.g. ``dissatisfaction types of Japanese tourists``, ``the way of Korean receptionists`` response`, and ``correlation between the two``, by selecting the cases in the comments in the Korean Travel Information Site regarding Japanese tourists felt ``No apology``, nevertheless they had dissatisfaction. As the result, ``types of dissatisfaction`` was classified into 10, and ``the way of response`` was classified into 9. The majority of dissatisfaction types appeared ‘error group’, and the majority of the way of response appeared ‘no response without handling’. Also, in all types of dissatisfaction, response of ``no response`` appeared the most, regardless of handling. Here, several possibilities were considered to occur in respect of the response combined by ``no response``, e.g. ①No response since they did not recognize the Japanese tourists had dissatisfaction, ②The recognized dissatisfaction, however they did not respond in order to evade responsibility, ③Korean receptionists thought they showed any response through their look or gesture, however that was not perceived by the Japanese tourists, etc. Also, while the way of response, ``responded`` appeared relatively high, among the four types of dissatisfaction in ``error group``, ``risk group``, ``food hygiene group``, ``incomplete facility group`` in four dissatisfaction types, on the contrary, ``no response`` ratio appeared relatively high in ``dirtiness group``, ``negligence group``, ``rudeness group``, ``abandonment group``. Here, the researcher considered that Korean receptionists probably respond to the case when they ``could undo``, since they had strong ``tendency of goal achieving(目的達成指向性)’, however they do not apologize, while they do not respond nor apologize in case when they ``could not undo``.
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