THE SYNERGY EFFECT OF ADVERTISING AND PUBLICITY ON COUNTRY BRAND IN THE CASE OF AMERICANS’ ATTITUDES TOWARD SOUTH KOREA By CHANG DAE HAM A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ADVERTISING UNIVERSITY OF FLORIDA 2007 1 © 2007 Chang Dae Ham 2 To my family 3 ACKNOWLEDGMENTS First of all, I thank my chair, Dr. Chang-Hoan Cho for all the guidance he has given me, not only through the process of writing my thesis but throughout my entire master’s degree program. I am sure that my thesis, as well as my graduate education in general, has benefited from his endless energy and dedication to the study of advertising. In addition, I thank my committee members, Dr. Jorge Villegas and Dr. Marylin Roberts for their guidance, knowledge, and encouragement in their areas of expertise. I would also like to express my gratitude toward all of my professors in the master’s program of the Department of Advertising, the University of Florida. Next, I thank my fellow Korean students for their endless support and affection. Special thank go to Jong Woo Jun, Hyung Suk Lee, and Jong Moo Woo from the idea development through the completion of this study. I also thank for Korean doctoral students, Sang Won Lee, Jin Sung Park, Hee Jung Kim and Jun Heo. Without their encouragement and guidance, I might not complete my master’s course successfully. In addition, I thank my master’s program Korean classmates Mihyun Kang, Eun Soo Rhee, Wan Seop Jung, Yeu Seung Kim, and Mi Jung Kim. Without their friendship and help, my master’s program experience would not have been as memorable. Last but not least, I thank my wife, Yeai Lee Kim and my lovely daughter Yeon Soo Ham. I also specially thank to my mother, Jung Sook Choi, my sister Si Hyun Ham, and my brother Chang Kun Ham. Their encouragement, guidance, patients, and belief are a reflection of the achievements I have made throughout my life. Without my family, I would not have been able to accomplish all the things that I have, and would not be where I am today. For that I dedicate this thesis my family. I love them all very much. 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS ...............................................................................................................4 LIST OF TABLES...........................................................................................................................7 LIST OF FIGURES .........................................................................................................................8 ABSTRACT.....................................................................................................................................9 CHAPTER 1 INTRODUCTION ..................................................................................................................11 2 LITERATURE REVIEW .......................................................................................................14 Synergy Effect of Integrated Marketing Communication (IMC) ...........................................14 Encoding Variability Theory...........................................................................................15 Selective Attention. .........................................................................................................15 Publicity and Its Theoretical Background ..............................................................................16 Agenda Setting ................................................................................................................16 Source Credibility............................................................................................................17 Country Image as a Brand ......................................................................................................18 Country of Origin Effect.........................................................................................................22 Dual-Mediation Effect............................................................................................................23 Elements Influencing Country Brand Image ..........................................................................24 3 METHODOLOGY .................................................................................................................26 Study 1. Experiment ...............................................................................................................26 Research Design ..............................................................................................................26 Participants ......................................................................................................................27 Covariates........................................................................................................................28 Stimuli Development.......................................................................................................28 Independent and Dependent Variables............................................................................29 Study 2. Survey.......................................................................................................................31 Research Design ..............................................................................................................31 Respondents.....................................................................................................................31 Independent, Dependent Variables and Procedures ........................................................31 4 RESULTS...............................................................................................................................34 Study 1. Experiment ...............................................................................................................34 Profile of the Sample .......................................................................................................34 Manipulation Check of Independent Variables...............................................................34 Reliability Check of Dependent Variables......................................................................35 5 Correlation Check............................................................................................................36 Covariates........................................................................................................................36 Hypotheses Testing .........................................................................................................37 Study 2. Survey.......................................................................................................................42 Profile of the Sample .......................................................................................................42 Research Question Examination......................................................................................43 5 DISCUSSION.........................................................................................................................56 Summary.................................................................................................................................56 Study 1. Experiment ........................................................................................................56 Study 2. Survey ...............................................................................................................57 Conclusion and Implication....................................................................................................58 Study 1. Experiment ........................................................................................................58 Study 2. Survey ...............................................................................................................64 Limitations and Future Research............................................................................................65 APPENDIX A EXPERIMENT QUESTIONNAIRE......................................................................................69 B SURVEY QUESTIONNAIRE ...............................................................................................75 LIST OF REFERENCES...............................................................................................................87 BIOGRAPHICAL SKETCH .........................................................................................................92 6 LIST OF TABLES Table page 4-1 Demographic Profile of the Respondents in the Experiment.............................................46 4-2 Manipulation Check of Stimuli..........................................................................................47 4-3 Reliablility Check..............................................................................................................47 4-4 Correlation of Dependent Variables in MANCOVA.........................................................47 4-5 Multivariate Test Results ...................................................................................................48 4-6 Results of Between-Subjects Test......................................................................................48 4-7 Result of Post hoc test of ANOVA....................................................................................49 4-8 Descriptive Statistics of MANCOVA................................................................................49