Creating Images And the Psychology of Marketing Communication

by Kahle; Lynn R.

• ISBN13: 9780805852165
• ISBN10: 0805852166
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-01-17
• Publisher: Psychology Pres

Summary

The purpose ofCreating Images and the Psychology of Marketing Communicationis 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 Communicationis intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.

Table of Contents

Foreword	ix
C.W. Park
Preface	xv
About the Authors	xxvii
I. THEORIES OF IMAGE
1. A Strategy-Based Framework for Extending Brand Image Research	3	(28)
David M. Boush and Scott M. Jones
2. Measuring the Prototypicality of Product Categories and Exemplars: Implications of Schema Correspondence Theory	31	(16)
Laura A. Brannon and Timothy C. Brock
3. Emergence and Change of Consumer Product Image in Social Constructionism Perspective	47	(18)
Junko Kimura
4. Understanding the Role of Mental Imagery in Persuasion: A Cognitive Resources Model Analysis	65	(14)
Philip J. Mazzocco and Timothy C. Brock
5. From Image to Experience	79	(6)
Bernd Schmitt
II. COUNTRY IMAGE
6. Building a National Image With Words: The Role of Word of Mouth in Establishing Korea's International Image	85	(20)
WoonBong Na, Youngsoek Son, Chung-Hyun Kim, and Roger Marshall
7. Measuring the National Image: The Case of South Korea	105	(12)
Dong-Sung Cho, and Yong-Gu Suh
8. The Social Construction of Destination Image: A New Zealand Film Example	117	(24)
Gretchen Larsen and Veronica George
9. Chinese Consumers' Evaluation of Hybrid Country of Origin Products: Effects of Decomposed Elements of Country of Origin, Brand Name, and Consumers' Ethnocentrism	141
Kwon Jung and Ah-Keng Kau
III. INDIVIDUAL AND CELEBRITY SOURCE IMAGE
10. Managing Celebrities as Brands: Impact of Endorsements on Celebrity Image	161	(10)
Ajit Arun Parulekar and Preety Raheja
11. A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise Among Individualists and Collectivists	171	(20)
Sukki Yoon and Patrick T. Vargas
12. Sports Celebrities' Image: A Critical Evaluation of the Utility of Q Scores	191	(10)
Kevin E. Kahle and Lynn R. Kahle
13. A Range of Female Beauties: A Cross-Cultural Analysis of Cosmetics TV Commercials	201	(22)
Kyoo-Hoon Han and Federico de Gregorio
IV. CORPORATE IMAGE
14. Well-Matched Employees Make Customers Happy: Effects of Brand-Employee Congruence	223	(22)
Youjae Yi and Suna La
15. Managing the Multidimensionality of Corporate Image: From the Stakeholders' Multilayered Experience Perspective	245	(12)
Chung-Hyun Kim and Taewon Suh
16. Conceptualizing Sponsorship: An Item and Relational Information Account	257	(22)
Clinton S. Weeks, T. Bettina Cornwell, and Michael S. Humphreys
V. INDIVIDUAL CHARACTERISTICS AND CULTURE
17. Values, Brands, and Image	279	(12)
Woo-Sung Kim, David M. Boush, Adam Marquardt, and Lynn R. Kahle
18. Image Attributes of Automobiles and Their Influence on Purchase Price Decision	291	(18)
Keiko I. Powers
19. Assessing the Influence of Cultural Values on Consumer Susceptibility to Social Pressure for Conformity: Self-Image Enhancing Motivations vs. Information Searching Motivation	309	(22)
Heonsoo Jung
20. The Impact of Media and Culture on the Consumption Values of Women in China and Taiwan	331	(20)
Tsai-Ju Liao and Lien-Ti Bei
21. Cross-Cultural Comparisons of Brand Personality in Print Media: The Case of Mainland China and Taiwan	351	(14)
Yung-Cheng Shen, Lien-Ti Bei, and Chih-Yun Wu
Author Index	365	(16)
Subject Index	381