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NTIS 바로가기한국융합학회논문지 = Journal of the Korea Convergence Society, v.12 no.9, 2021년, pp.83 - 91
상천서 (국민대학교 광고홍보전공) , 이종민 (국민대학교 광고홍보전공)
This study examined the effects of message framing (advertising attitude and brand attitude) to Chinese consumers in order to establish guidelines for digital content development reflecting the Korean Wave in China. Specifically, in positive message framing, Southerners with low neuroticism due to t...
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B. C. Kim, Y. H. Kim & M. I. Choi. (2006). AIDS Prevention Campaign and Optimistic Bias: Self-Esteem and a Sense of Control as Social Psychological Factors. Korean Advertising Society, 17(2), 43-58.
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C. L. Keyes, D. Shmotkim & C. D. Ryff. (2002). Optimizing Well-Being: The Empirical Encounter of Two Traditions. Journal of Personality and Social Psychology, 87, 1007-1022.
Y. J. Choi. (2012). A Study on Advertising Effect by Pre-Attitude and Message Framing. Seoul : Kunkook Publishing. DOI : 0.22156/JKCS.2018.7.1.001
Y. J. Yoo. (2017). Case Analysis of the Performance Contents Using Virtual Reality Technology. Journal of the Korea Convergence Society, 9(15), 145-153.
C. M. Lee. (1999). A Study of Advertising Information Processing: Product Involvement, Product Familiarity, and Brand Familiarity. Doctoral Dissertation, Hankuk University of Foreign Studies.
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