기업광고가 광고효과와 브랜드확장에 미치는 영향에 관한 연구

• 영문명: A Study on Effect of Advertising Effect and Brand Expansion upon Corporate Advertising
• 발행기관: 한국전통상학회
• 저자명: 한광석(Han, Kwang－seok)
• 간행물 정보: 『한국전통상학연구』한국전통상학연구 제19집 제2호, 211~235쪽, 전체 25쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2005.12.30

영문 초록

The major purpose of this study is to investigate the advertising effect and brand expansion through an experiment according to the message condition of the society-contribution activity which is performed as a way of the social responsibility of a company. The dual variable analysis was executed with the experiment which was allocated in each the condition subjecting 120 university students in order to examine the significance of the answers of each the experimental group. The analysis result showed that there is no meaningful interaction between the presence of the expansion type of product and supply of supporting message in the attitude toward the advertisement supporting organization, attitude toward the advertisement, attitude toward the brand but in case of the purchasing intention, there is the meaningful interaction between the presence of the expansion type of product and supply of the supporting message. By the way, in case of the main effect, it was cleared that it is meaningful in the attitude toward the advertisement supporting organization and purchasing intention, it was turned up that it was meaningful according to the supporting message.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 논의

참고문헌

Abstract