치킨프랜차이즈 TV광고의 비인적 속성에 따른 광고효과

• 영문명: Advertising effects of non-human attributes of chicken franchise TV advertisement: Focusing on the recent advertisement of K chicken
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 조희영(Cho Hee Young) 조경섭(Cho Kyoung Seop)
• 간행물 정보: 『한국프랜차이즈경영연구』제9권 제1호, 17~26쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2018.03.30

영문 초록

Purpose – This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result – The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions – As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

목차

1. 서론

2. 이론적 배경

3. 가설설정 및 연구모형

4. 연구방법

5. 결론 및 시사점

키워드

Contents’ Advertising Attributes Advertising Attitude Brand Equity Advertising Effect