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dc.contributor.author조민호-
dc.date.accessioned2018-03-19T01:04:01Z-
dc.date.available2018-03-19T01:04:01Z-
dc.date.issued2014-03-
dc.identifier.citation관광레저연구, vol.26 no.3 통권 82호[2014], pp. 367-386 (20 pages)en_US
dc.identifier.issn1229-0424-
dc.identifier.urihttps://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001861176-
dc.identifier.urihttp://hdl.handle.net/20.500.11754/48555-
dc.description.abstractMany 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.en_US
dc.language.isoko_KRen_US
dc.publisher(사)한국관광레저학회en_US
dc.subject브랜드개성en_US
dc.subject자아이미지en_US
dc.subject관여도en_US
dc.subjectBrand Personalityen_US
dc.subjectSelf Imageen_US
dc.subjectInvolvementen_US
dc.title간접광고를 통한 브랜드개성과 자아이미지의일치성이 구매의도에 미치는 영향: TV 드라마 프로그램 관여도의 조절변수를 중심으로en_US
dc.typeArticleen_US
dc.relation.no3-
dc.relation.volume26-
dc.relation.page367-386-
dc.relation.journal관광레저연구-
dc.contributor.googleauthor남민정-
dc.contributor.googleauthor강민정-
dc.contributor.googleauthor조민호-
dc.contributor.googleauthorNam, Min-Jung-
dc.contributor.googleauthorKang, Min-Jung-
dc.contributor.googleauthorCho, Min-Ho-
dc.relation.code2014000435-
dc.sector.campusS-
dc.sector.daehakCOLLEGE OF SOCIAL SCIENCES[S]-
dc.sector.departmentDIVISION OF TOURISM-
dc.identifier.pidchomh-
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COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > ETC
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