Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.8 No.7 pp.51-63

Roles of Character Identification and Positive Emotion Response on Intent to Purchase Character-Attached Product

Nak-Hwan Cho*i, Chao-Xu Wang**, Ah-Young Lim***
*Frist Author, Professor, Department of Business Administration, Chonbuk National University, Jeonju, Korea. Tel: +82-63-270-2998, E-mail:
**Master, Chonbuk National University, Jeonju, Korea. E-mail:
***Lecturer of Department of Business Administration, Chonbuk National University, Jeonju, Korea. E-mail:
October 13, 2017. December 01, 2017. December 15, 2017.


Purpose - Present study investigates character identification and emotional response to character that may affect consumers' intention to purchase the character-attached products. And this study explores whether symbolic relevance and object relevance affect the character identification, and whether character attractiveness and character salience affect the emotional response to characters. Research design, data, and methodology - SNS characters, animated characters, game characters, and traditional characters were used as experimental characters. And stationery as experimental product was used. 250 college students participated in the empirical study, and structural equation model was used to verify hypotheses.
Results - First, the character identification and emotional response to characters affected the intention to purchase the products positively, and the emotional response to characters also positively affected character identification; second, symbolic relevance had no positive impact upon character identification, while object relevance had positive influence on character identification; and third, character attractiveness and salience had a positive effect on the emotional response.
Conclusions - Present study contributes to the progress of character theories. Marketers should find ways to increase consumers’ object relevance to characters and the level of characters' attractiveness and salience in order to promote the intent to purchase the products.

JEL Classifications: C83, L81, M31, P46.

캐릭터가 부착된 제품의 구매의도에 대한 캐릭터 동일시와 긍정감정반응의 역할

최낙환*, 왕초욱**, 임아영***


    Chonbuk National University




    1. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
    2. Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
    3. Burke, P. J. (2000). The present, past, and future of identity theory. Social Psychology Quarterly, 63(4), 284-297.
    4. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
    5. Choi, N. H., Ha, Koun S., & Lim, A. Y. (2016). Roles of pride, gratitude and global self-corporate brand congruity in corporate association on positive behavior. Journal of Distribution Science, 14(9), 73-83.
    6. Choi, N. H., Teng, Z., & Kim, M. J. (2016). Chinese consumers’ identity relevance to foreign brand inducing consumer-brand identification and their brand loyalty and advocacy. International Business Review, 20(3), 57-78.
    7. Choi, N. H., Cong, L., & Mu, P. (2014). The Effects of self-referencing and counteractive construal on consumption goal reversion. Journal of Distribution Science, 12(3), 7-15.
    8. Choi, N. H., Lim, A. Y., & An, L. (2013). The roles of economic benefits and identity salience: inducing factors in the behavioral intent to use outlet shopping centers. Journal of Distribution Science, 11(6), 41-50.
    9. Clement, J. (2007). Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9-10), 917-928.
    10. Carretson-Folse, J. A., Netemeyer, R. G., & Burton, S. (2012). Spokescharacters: how personality traits of sincerity, excitement, and competence help to build equity. Journal of Advertising, 42(1), 17-32.
    11. Das, G., & Varshneya, G. (2017). Consumer emotions: determinants and outcomes in a shopping mall.  Journal of Retailing and Consumer Services, 38, 177-185.
    12. Dennis, B., Arnett, S., German, D., & Shelby, D. H. (2003). The identity salience model of relationships marketing success: The case of nonprofit marketing. Journal of Marketing, 67(2), 89-105.
    13. Evans, A. T., & Clark, J. K. (2012). Source characteristics and persuasion: The role of self-monitoring in self-validation. Journal of Experimental Social Psychology, 48(1), 383-386.
    14. Faraji-Rad, A., & Pham, M. T. (2017). Uncertainty increases the reliance on affect in decisions. Journal of Consumer Research, 44(1), 1-21.
    15. Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691.
    16. Hosany, S., Prayag, G., Martin., D., & Lee, W. (2013). Theory and Strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty. Journal of Marketing Management, 29(1), 48-68.
    17. Huntsinger, J. R. (2013). Incidental experiences of affective coherence and incoherence influence persuasion. Personality and Social Psychology Bulletin, 39(6), 792-802.
    18. Ibrahim, H., & Najjar, F. (2008). Assessing the effects of retail environment. Marketing Intelligence & Planning, 26(2), 207-227.
    19. Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25(3), 290-301.
    20. Keller, K. L. (2003). Building, measuring, and managing brand equity(2nd ed.). New Jersey, NJ: Prentice Hall.
    21. Kim, H. R., Hwang, S. D., & Sung, M. (2007). Character design and consumer response. Asia Marketing Journal, 9(2), 131-163.
    22. Kim, H. K. (2010). A study on the design strategy according to the generation of a character product: A focused on the blue bear character. Journal of Korea Design Knowledge & Industry, 15, 125-134.
    23. Kleine, R. E., Kleine, S. S., & Kernan, J. B. (1993). Mundane consumption and the self: A social- identity perspective. Journal of Consumer Psychology, 2(3), 209-235.
    24. KOCCA (2016). Character change. Seoul, Korea: Korea Creative Content Agency.
    25. Lee, J. G., & Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433-449.
    26. Lee, J. H. (2002). Source characteristics of animated spokes Figures. The Korean Journal of Advertising, 13(2), 147-166.
    27. Lee, Y. J., & La, S. A. (2002). Brand personality-brand identification-brand equity model: An exploratory study on the difference between users vs. non–users. Korea Marketing Review, 17(3), 1-33.
    28. Lim, B. W. (2006). Study on the brand personality of animation character and the consumer's personality. Archives of Design Research, 19(1), 141-150.
    29. Lock, E. A., & Latham, G. P. (1990). A theory of goal setting and task performance. Englewood Cliffs, NJ: Prentice Hall.
    30. Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
    31. Ohanian, R. (1990). Construction and validation of A scale to measure celebrity endorsers' perceived expertise, trust worthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
    32. Oliver, R. L., & Ewan, J. E. (1989). Consumer perception of interpersonal equity and satisfaction In transactions: A field survey approach. Journal of Marketing, 53(2), 21-35.
    33. Park, J. H., Lee, K. D., & Chung, L. C. (2017). A study for impact of color marketing in traditional markets. Journal of Distribution Science, 15(3), 39-47.
    34. Park, S. Y. (2003). Character marketing. Seoul, Korea: Sodam Publishing.
    35. Perkins, A. W., & Forhand, M. R. (2011). Implicit self-referencing: The effect of nonvolitional self-association on brand and product attitude. Journal of Consumer Research, 39(1), 142-156.
    36. Perugini, M., & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal-directed behaviors: broadening and deepening the theory of planned behavior. British Journal of Social Psychology, 40(1), 79-98.
    37. Petty, R. E., & Briñol, P. (2015). Emotion and persuasion: Cognition and meta-cognitive processes impact attitudes. Cognition and Emotion, 29(1), 1-26.
    38. Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503-518.
    39. Pranay, V., & Sanjeev, P. (2017). Moderating effect color on store atmospherics predictors. East Asian Journal of Business Management, 7(1), 13-23.
    40. Quester, P. G,, Karunaratna, A., & Goh, L. K. (2000). Self congruity and product evaluation: A cross cultural study. Journal of Consumer Marketing, 17(6), 525-535.
    41. Reed II, A. (2004). Activating the self-importance of consumer selves exploring identity salience effects judgments. Journal of Consumer Research, 31(2), 286-295.
    42. Reed II, A., Forehand, M. R., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior,” International Journal of Research in Marketing, 29(4), 310-321.
    43. Robins, R. W., & Schriber, R. A. (2009). The self-conscious emotions: How are they experienced, expressed, and assessed?. Social and Personality Psychology Compass, 3(6), 887-898.
    44. Schwartz, N., & Clore, G. L. (1988). How do I feel about it? the informative function of affective States. Journal of Personality and Social Psychology, 45(3), 513-523.
    45. Shavitt, S., & Fazio, R. H. (1991). Effects of attribute salience on the consistency between attitudes and behavior, predictions. Personality And Social Psychology Bulletin, 17(5), 507-516.
    46. Shavitt, S., & Nelson, M. R. (1999). The social-identity function in person perception: communicated meanings of product preferences. Why We Evaluate: Function of Attitudes, Psychology Press, 37-57.
    47. Solomon, M. R. (1983). The role of products as social stimuli: A symbolic interactionism perspective. Journal of Consumer Research, 10(3), 319-329.
    48. Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journaél of Research In Marketing, 29(4), 406-418.
    49. Sung, Y. S., Lee, I. H., & Jung, Y. K. (2004). Consumer's response to the character: Is mickey a mouse?. The Korean Journal of Advertising, 15(3), 39-69.
    50. Sutherland, A. (1997). Fiscal crises and aggregate demand: can high public debt reverse the effects of fiscal policy?. Journal of Public Economics, 65(2), 147-162.
    51. Valérie, H. N. (2011). Brand characters on packaging, a catalyst for children’s purchase request: the moderating effect of the narrative presentation of the character, the child’s familiarity with the character and the child’s educational level. Recherche et Applications en Marketing, 26(4), 23-50.