외식기업의 광고가 광고 및 브랜드태도와 구매의도에 미치는 영향

• 영문명: The Effects of Advertising on Ad Attitude, Brand Attitude and Purchase Intention
• 발행기관: 한국관광학회
• 저자명: 박수현 정유경
• 간행물 정보: 『관광학연구』제37권 제3호, 59~82쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.04.30

영문 초록

This study investigated the advertising effectiveness focused on TV commercial with contents and celebrities’ advertising attributes. A questionnaire method was implemented replying after watching two different brands of TV commercials containing contents and celebrities' advertising attributes to two groups of to university students who are aware of those brands. The results showed that informativeness, entertainment had statistically significant effects on ad attitude(AA) and brand attitude(BA), but irritation did not show any influence. As for trustworthiness and expertise, influenced statistical significance on AA. Expertise and attractiveness influenced statistical significance on BA. Next, AA made a positive impact on BA. Lastly, contents’ advertising attributes of AA did not influence any statistical significance on purchase intention(PI), but BA for contents’ advertising attributes had statistically significant effects on PI. It revealed that AA and BA for celebrities’ advertising attributes had significant effect on PI. The consequence of this study offers to plan various kinds of new advertising in foodservice business.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 실증분석

V. 결론

참고문헌

키워드

광고속성 광고 모델속성 광고태도 브랜드태도 구매의도 Contents’ advertising attributes Celebrities’ advertising attributes Ad attitude Brand attitude Purchase intention