Title Page
Contents
ABSTRACT 8
I. INTRODUCTION 11
1.1. Background of Thesis 11
1.2. Objective of Thesis 12
1.3. Significance of Thesis 13
1.4. Structure of Thesis 14
II. LITERATURE REVIEW AND HYPOTHESIS 15
2.1. Antecedents of Attachment to Human Brands 19
2.1.1. A-R-C Needs (particularly Competence Needs) as Antecedents of Attachment to Heroes 19
2.1.2. Ideal Self-Congruency as a Moderating Construct 21
2.2. Outcomes of Attachment to Human Brands 23
2.2.1. Brand Supportive Behaviors as Outcomes of Attachment to Heroes 23
2.2.2. Life-Satisfaction through Self-Efficacy as Outcomes of Attachment to Heroes 25
2.3. The Effect of Attachment to Heroes on Brand Performance and Life Satisfaction, Compared to Attachment to Celebrities 29
2.3.1. The Effect of Attachment to Heroes (vs. Celebrities) on Brand Supportive Behavior and Corporate Authenticity 29
2.3.2. The Effects of Attachment to Heroes (vs. Celebrities) on Self-Efficacy and Stress Relief 32
2.3.3. The Effect of Self-Efficacy and Stress-Relief on Life Satisfaction 34
III. METHODOLOGY 36
STUDY 1. Testing the Effect of A-R-C Needs(particularly competence needs) on Attachment to Heroes and Its Moderator 37
3.1.1. Objective 37
3.1.2. Survey Samples and Measurements 37
3.1.3. Perceived Level of Hero 39
3.1.4. Reliability and Validity 41
3.1.5. Major Results 43
STUDY 2. Investigating the Outcomes to Attachment to Heroes 49
3.2.1. Objective 49
3.2.2. Survey Samples and Measurements 49
3.2.3. Major Results 52
3.2.4. Discussion 54
STUDY 3. Outcomes of Attachment to Heroes Compared to Celebrities 56
3.3.1. Objective 56
3.3.2. Samples and Measurements 56
3.3.3. Major Result 60
3.3.4. Discussion 67
STUDY 4. Examining the Role of Heroes in Advertising 68
3.4.1. Objective 68
3.4.2. Participants and Experiment Design 68
3.4.3. Measurements 72
3.4.4. Major Results 73
3.4.5. Discussion 74
IV. GENERAL DISCUSSION 76
V. CONCLUSIONS 78
5.1. Academic Contributions 78
5.2. Managerial Implications 79
5.3. Limitations and Further Research 80
REFERENCES 83
초록 92
TABLE 1. Major Items and Measurements 40
TABLE 2. The Results of Reliability and Validity Test 42
TABLE 3. Correlations, Means and SD 43
TABLE 4. Results of Moderating Effects 47
TABLE 5. Major Constructs and Measurements(study 2) 51
TABLE 6. The Results of Reliability and Validity Test(study 3) 61
TABLE 7. The Results of the Moderating Effect of Perceived Level of Hero on the Relationship between Attachment and Corporate Authenticity 66
TABLE 8. The Results of t-test on Brand Supportive Behavior, Corporate Authenticity, and Self-Efficacy between Hero and Celebrity 67
TABLE 9. The Results of T-test for Corporate Authenticity(ad with hero versus celebrity endorsement) 73
TABLE 10. The Results of T-test for Corporate Authenticity(ad with hero versus ordinary person endorsement) 74
FIGURE 1. The Major Results of Structural Equation Modeling Analysis 45
FIGURE 2. The Results of ANOVA(Study 1) 48
FIGURE 3. The Major Results of Structural Equation Modeling Analysis(Study 2) 52
FIGURE 4. The Result of Structural Equation Modeling (study3: heroes) 63
FIGURE 5. The Result of Structural Equation Modeling (study3: celebrities) 63
FIGURE 6. Experiment Stimuli: Advertisements of Images for Fictitious Brands 70
FIGURE 7. Experiment Stimuli: Advertisements of Images for Non-Fictitious Brands(Samsung and Kellogg's) 71