2.2 강제성 인식에 따른 브랜드 태도 변화 및 조절 변수 효과에 대한 이론적 배경
다양한 푸쉬기술에 의한 인터넷 광고의 강제 노출은 브랜드 인지와 노출된 브랜드에 대한 태도에 있어 기존의 자발적인(노출의 강제성 수준이 낮은) 광고에 비하여 어떤 영향관계가 있는가? Cho et al.(2001)는 배너광고의
(1) Project Objective
To develop a new commercial product that is valuable, feasible, and practical in the real market.
(2) Deciding The Market for The New Product
In this world, there are myriad markets, consumers, products. However, considering our company's technologies(internal factor) and marketability(external factor), we chose the market of kitchen utensils for our new product.
meaning information between
information and volunteering, the machine which in order
is automated this to control, frame work and the technique.
‘Ontology’
The people try to listen and feel and thinking about the world
each other about an accord discussion leads reaches
Conceptual and the model which expresses in the form which
Is the possibility of treating from the computer.
conceptual met -
aphors, such as those describing happiness and life, can refer to products by speaking
of “Open happiness” (Coca-Cola) or “Life is random” (iPod Shuffle), respectively.
Previous research on metaphors has suggested that metaphorical claims are more
effective than literal claims in persuading consumers, arguing that metaphoric claims
outperform literal claims in ads (e.g. A
Conceptual research
MBV is not a theory but a paradigm
→MBV is not for hypothesis testing
Study of MBV application
instead of MBV theorization
AI-Based Strategic Management (May-June 2021) Copyright by Prof. Dong-sung.Cho13
Evolution of the MBV Thought
December 1973: Trials and errors at the MBA classes of HBS
December 1992: Application of SER-M Framework to the project on “The
shift of axis