인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
Oxymoron advertising is defined as a type of advertising that combines semantically contradictory or opposing words or phrases. This study seeks to explore how the effectiveness of oxymoron advertising is influenced by the level of entrepreneurial orientation. Specifically, it aims to examine the differential impact of oxymoron advertising on consumer evaluation, identifying whether individuals with higher entrepreneurial orientation respond more favorably to such advertisements compared to those with lower entrepreneurial orientation. This study employed an experimental method using a between-subjects design with a 2 (advertising type: oxymoron advertising vs. direct advertising) × 2 (entrepreneurial orientation: low vs. high) factorial structure. Hypotheses were tested through cell mean contrast analysis. Experimental findings revealed that individuals with high entrepreneurial orientation exhibited a more favorable attitude toward oxymoron advertising compared to direct advertising. In contrast, individuals with low entrepreneurial orientation showed a preference for direct advertising over oxymoron advertising. This study contributes to the academic discourse by expanding the research scope of oxymoron advertising through an investigation of its effectiveness based on its fit with entrepreneurial orientation. The findings provide valuable theoretical insights into the interplay between rhetorical techniques, such as oxymoron, and individual characteristics like entrepreneurial orientation. For marketers, these findings suggest that oxymoron advertising can be particularly effective when targeting consumers with a high degree of entrepreneurial orientation, as they tend to appreciate creativity and novelty in messaging. By tailoring advertising strategies to align with these consumer traits, companies can enhance message relevance, foster greater engagement, and achieve more impactful brand communication.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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