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RISS 인기검색어
- 검색키워드
- 저자 : ROSS COREYALLEN (검색결과 2 건)
- 무료
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- 유료
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The Influences of Narcissism and Self-Efficacy on Ethical Responsibility and Brand Attachment
ROSS COREYALLEN,신종국,문민경 한국경영교육학회 2017 경영교육연구 Vol.32 No.6
[Purpose]The purpose of this study is to examine social motivators of brand attachment and present a strategic plan to strengthen brand management. In addition, this study identifies the relationship among social motivators leading to brand attachment. Three dimensions of social motivators (narcissism, self-efficacy, and ethical responsibility) are derived from previous research. [Methodology]Based on related antecedent research, this study proposes five hypotheses. Survey method is used to prove the study hypothesis using data collected and SPSS Statistics 21.0 and AMOS 21.0 programs were used in analysis. [Findings]Following the analysis, as hypothesized, narcissism and self-efficacy have a positive effect on brand attachment; self-efficacy alone has a positive effect on ethical responsibility; however, ethical responsibility is not significantly related to brand attachment. [Implications]This study has implications for the empirical analysis of the brand attachment drivers that were not covered in the previous researches in terms of social motivators, and it also has practical implications for providing guidelines for establishing brand management strategies in the future.
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신종국,박민숙,ROSS COREYALLEN 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.3
This paper introduces the new concept of religious doctrinal commitment: the degree to which individuals are committed to upholding the religious rules governing conduct in society and life. The study found that there are significant positive relationships between religiosity and religious doctrinal commitment, and that there is a significant positive relationship between individuals with high religious doctrinal commitment and the use of the same religious group members as socialization agents. Also discovered are significant negative relationships between individuals who highly use the same religious group members as socialization agents and their decreased likelihood of switching stores and brands. Further, it was discovered that positive family dispute resolution is significantly and positively influenced by religious doctrinal commitment, but fails to have a negative influence on brand and store switching behavior. In the light of this study, it can be shown that people’s religious doctrinal commitment plays a role in the ways in which a marketer should attempt to reach out to its target market to either persuade or dissuade consumers in regard to switching behavior. Religious consumers depend upon like-minded believers when searching for information about a product and when making their final purchase decisions.
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