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NTIS 바로가기Fashion & textile research journal = 한국의류산업학회지, v.20 no.5, 2018년, pp.495 - 508
왕뢰 (부산대학교 의류학과) , 이진화 (부산대학교 의류학과)
The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
광고모델이란? | 광고모델은 제품이나 기업관련 정보를 전달하여 소비자를 설득하는 역할을 하는 특정인물 등을 말하는데 기업은 이들의 활동으로 광고의 설득력을 높이고 제품이나 기업에 대해 소비자의 태도를 변화시키거나 우호적인 태도를 형성하고자 한다(Kim et al., 2012). | |
한류 현상에 따라 중국 시장에서 광고모델이 중요한 이유는? | 이와 같이 한류 현상은 마케팅 영역에서도 예외가 아니어서 한류 스타들이 중국에 진출한 한국 제품의 광고모델로 등장해 중국의 TV, 옥외광고판 등의 매체에서 쉽게 볼 수 있게 되었다. 그 결과 중국 사람들은 한국 제품 그 자체보다는 그 제품 광고에 출연한 한류 스타에 깊은 인상을 갖고, 제품을 구매하는 경향을 보이기도 한다(Choi et al., 2009). | |
브랜드 태도에 영향을 미치는 광고모델 특성은? | Kim et al.(2012)는 광고모델 특성이 구매 의도와 브랜드 태도에 미치는 영향에 관한 연구에서 광고모델 특성이 브랜드 태도에 미치는 영향으로는 외향적 특성, 신뢰성, 효율성이라는 결과가 도출되었다. 브랜드 태도는 소비자가 그기업에 대해 갖는 태도라고 할 수 있다. |
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