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간접광고를 통한 브랜드개성과 자아이미지의일치성이 구매의도에 미치는 영향: TV 드라마 프로그램 관여도의 조절변수를 중심으로

Title
간접광고를 통한 브랜드개성과 자아이미지의일치성이 구매의도에 미치는 영향: TV 드라마 프로그램 관여도의 조절변수를 중심으로
Author
조민호
Keywords
브랜드개성; 자아이미지; 관여도; Brand Personality; Self Image; Involvement
Issue Date
2014-03
Publisher
(사)한국관광레저학회
Citation
관광레저연구, vol.26 no.3 통권 82호[2014], pp. 367-386 (20 pages)
Abstract
Many companies are leading the consumer's trend and the market through the useof PPL marketing, exposing the company's brand in mass media. In this study, thecongruence between consumer's actual self-image and the dining brand personalityexposed to the mass media through PPL an its effect on product purchase intentionaccording to the moderation of program involvement will be examined. Restaurantbrands exposed in dramas through PPL marketing were chosen as test material, and300 dining consumers in their 20's who have a high recollection rate of PPLmarketing in dramas. The result showed that multiple regression analysis betweenthe above four factors and purchase intention showed that among the four factors.Hierarchical multiple regression analysis was performed to investigate the moderatingrole of program involvement.
URI
https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001861176http://hdl.handle.net/20.500.11754/48555
ISSN
1229-0424
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > ETC
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