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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.21 no.3, 2013년, pp.338 - 347
In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
브랜드 슬로건이란? | 브랜드 슬로건은 ‘기업의 생각이나 주장을 일정기간이나 장기간 반복적으로 사용하여 좋은 인상을 유지, 누적, 정착시키기 위한 목적을 가지는 카피’로 인식된다(Lee, 1990). 슬로건은 브랜드 네임의 보조적 수단으로서 브랜드 네임과 병기하여 쓰거나, 광고 캠페인 홍보의 주요 도구로 활용하는 등 브랜드 강화를 위한 수단으로 이용되며, 경쟁 브랜드와 차별화하는 수단으로 널리 사용되고 있다(Keller, 2003). | |
브랜드 슬로건에 대한 연구 중 없었던 연구는? | 그간 브랜드의 아이덴티티를 전달하는 중요한 매개체로서 브랜드 슬로건에 대한 연구자들의 관심은 지속되어 왔다. 그러나 슬로건 사용에 대한 소비자의 반응을 종합적으로 다룬 연구는 거의 없었다(Lee, 2006; Reece et al., 1994). | |
보다 더 강렬한 슬로건의 반복적 노출을 하려는 기업이 늘어나는 이유는? | 광고의 홍수 속에서 과다한 상업적 메시지의 남발로 광고회피가 빈번해짐에 따라(Hawkins & Hoch, 1992) 보다 더 강렬한 슬로건의 반복적 노출을 통해 광고효과를 얻으려는 기업들이 늘어나고 있다. 그러나 늘어가는 광고비와는 반대로 소비자들은 그들이 접촉한 광고를 바르게 회상하는 확률이 점점 낮아지고 있다. |
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