From left: Gui Jeong Kim. Not pictured: Jee Ahe Ahn, Jiaxing Cheng, Iva Jestratijevic.
JEE AHE AHN
AHN.238@OSU.EDU
HUMAN SCIENCES, CONSUMER SCIENCES
SOOBIN SEO, ADVISOR
CELEBRITY CHEF CO-BRANDING IN RESTAURANT INDUSTRY
This study aims to address how restaurants and celebrity chefs are respectively affected by the culinary co-branding partnership and which type of co-branding partnership is more effective for restaurants and celebrity chefs individually.
JIAXING CHENG
CHENG.984@OSU.EDU
HUMAN SCIENCES, CONSUMER SCIENCES
SOOBIN SEO, ADVISOR
KOREAN CELEBRITY ENDORSEMENTS IN CHINA: THE ROLE OF BRAND-LANGUAGE COO CONGRUENCE AND ENDORSER PERCEIVED GLOBALNESS
This study investigated the effect of brand-language COO congruence and endorsers’ perceived globalness on the advertising credibility. The results indicated that the brand-language COO congruence leads to higher advertising credibility compared to that of incongruent situations and endorser’s perceived globalness moderates this relationship.
GUI JEONG KIM
KIM.2793@OSU.EDU
HUMAN SCIENCES, CONSUMER SCIENCES
DREW HANKS, ADVISOR
LOSS AVERSION IN CONSUMPTION-SAVING BEHAVIOR BASED ON REFERENCE-DEPENDENT MODEL
I examine the existence of loss aversion in reference dependent consumption behavior in response to change in current income relative to reference income level using the household data, following assumptions of Prospect Theory. Households’ perceived normal consumption expenditure and normal income income are used in this study as a reference status.