최소 단어 이상 선택하여야 합니다.
최대 10 단어까지만 선택 가능합니다.
다음과 같은 기능을 한번의 로그인으로 사용 할 수 있습니다.
NTIS 바로가기Journal of the Korean Applied Science and Technology = 한국응용과학기술학회지, v.37 no.4, 2020년, pp.1052 - 1065
남재준 (한국골프대학교 골프경영과) , 이제욱 (중앙대학교 체육대학)
This study analyzed the effects of professional baseball PPL advertising speed on brand awareness, brand attitude, and behavioral intention for professional baseball consumers. The purpose of this study is to present a method that can be used as a variety of marketing utilization strategies of profe...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
PPL광고는 무엇인가? | PPL(Product PLacement) 광고는 미디어를 시청 하는 소비자들이 무의식 속에 제품의 이미지를 자연스럽게 인지시키는 것으로 기업과 제작사가 서로 WIN-WIN 할 수 있는 신 마케팅 광고 전략으로 간접광고의 핵심으로 대두되고 있다(J. E. | |
4차산업혁명이 우리 사회에서 중요하게 여겨지는 이유는? | 2016년 1월 스위스 다보스에서 개최된 세계경제포럼(WEF: World Economic Forum)에서 4차산업혁명이 처음 소개된 이후 우리 사회에서 4차산업혁명은 중요한 화두가 되고 있다. 그 이유는 빠르게 변화하는 글로벌 환경으로 인해 사회·경제· 산업 등 전 분야에서 경쟁이 더욱 치열해지기 때문이다. 이처럼 4차산업혁명에 따른 산업 발전은 자연스럽게 스포츠산업의 변화에도 직접적인 영향을 미치고 있다(Y. | |
브랜드인지이란 무엇인가? | 브랜드인지는 소비자가 브랜드를 알아보고 상기할 수 있는 능력(Keller, 1993)으로 과거에 브랜드를 보았거나, 들었거나 접한 브랜드에 대한 정보를 명확하게 분별할 수 있는가를 말한다. 이는 이미 소비자의 기억 안에 저장되어 있어 특정 브랜드에 대해 인지 할 수 있는 능력을 의미한다(J. S. |
Y. H. Choi, "Analysis of the Technological and Cultural Trends of The 4Th Industrial Revolution Type Ict Technology on The Sports Field", The Korea Journal of Sport, Vol.16, No.3 pp. 1-12, (2018).
BBC NEWS, Korean Professional Baseball: The Reaction of American Fans on ESPN, (2020.05.06)
S. H. Sung, Analyses on Determinants of Attracting Spectators in Korean Professional Baseball League: A Study on Competitive Balance, Department of Sports Management, Graduate School Kyonggi University, (2018).
e-nara indicator, Current status of professional sports operations, (2020.03. 19).
Chosun, KBO Main Sponsor '3 Billion to 8 Billion' 19 Years Transformation, (2018.01.16).
H. B. Cho, M. H. Kim, I. J. Kim, "The Relationship between Sport Sponsorship Factors Recognized to Professional-Sports Spectators and Activities on Purchasing", The Korea Journal of Physical Education, Vol.39, No.4 pp. 941-949, (2000).
H. N. Lee, B. H. Chang, S. H. Lee, J. H. Goo, Y. H. Lee, "The Effects of TV and Advertisements Viewing Motivations on the Intentions to Use and Avoid TV Product Placement", Journal of Advertising and Public Relations, Vol.13, No.3 pp. 143-176, (2011).
Babacan, E., Akcali, S. I., & Baytekin, E. P. "Product placement as a rising marketing communication activity: an assessment on television serials", Procedia-Social and Behavioral Sciences, Vol.62, pp. 1319-1331. (2012).
S. O. Kim, The Effect of the Product Placement(PPL)on Brand Image and Purchase Intention in Food service Industry, Departmentof Food service & Culinary Management, The Graduate School of Kyonggi University, (2007).
Keller, K. L. Conceptualizing, Measuring and Managing Customer-based Brand Equity. Journal of Marketing, Vol.57, No.1, pp. 1-22, (1993).
J. S. Shin, The Effects of Coffee Franchise PPL Advertisement in TV Media on Brand Image and Brand Awareness, Dept of Hotel Management, Graduate School Honam University, (2014).
Alba, Joseph W., & Chattopadhyay, Amitava, "Effects of Context and Part-Category Cues on Recall of Competing Brands", Journal of Marketing Research, Vol.22 No.3, pp. 340-349, (1985).
J. K. Lee, K. H. Cheong, J. H. Yeom, "The Effect of Golfer Endorser Image and Advertising Attitude on Postpurchase Behavior", Korean Society For The Study Of Physical Education, Vol.15, No.2 pp. 15-24, (2010).
Lavidge, R. L., & Steiner, G. A. "A Model for Predictive Measurement of Advertising Effectiveness", Journal of Marketing, Vol.25, No.6 pp. 59-62, (1961).
Ducoffe, "Advertising Value and Advertising on the Web", Journal of Advertising Research, Vol.36, No.5, pp. 21-35, (1996).
W. J. Guo, "Study on the Influence of the Attributes of PPL Advertisement on the Consumer Preference, Psychological Repulsion, and Consumer Happiness : Focused on the Moderating Effect of PPL Expression Type", Journal of the Korea Society of Computer and Information, Vol.24, No.4, pp. 83-90, (2019).
MacKenzie, S. B., Lutz, R. J, & Belch, G. E, "The role of attitude toward the Ad as a mediator of advertising effectiveness: A test of competing explanations", Journal of Marketing Research, Vol.23, No.2, pp. 130-143, (1986).
J. Y. Kwak, Y. T. Kim, "The effect of brand image of travel agency on brand attitude and behavior intention : Conducted on PPL advertisement viewer on travel reality program", Journal of Hospitality & Tourism, Vol.27, No.4, pp. 39-53, (2018).
S. J. Pyo, The Effect of Awareness of Fashion Products PPL on Advertising Effect-The moderating effect of fashion involvement and TV media dependency-, Dep. of Fashion Marketing, Sungkyunkwan University, (2013).
Y. J. Cho, The Influence of the PPL Advertisement on TV Dramas over the Fashion Brand Preference and the Intention to Purchase Fashion Products, Dept.of Clothing & Textiles The Graduate School of Chung-Ang University, (2007).
J. E. Ko, Effects and Acceptability of Different Product Placement(PPL) Types, The Graduate School Dongguk University, (2005).
J. W. Lee, "A Study on the Impact of Advertising Attributions on Attitude toward Advertisement, Brand Cognition, Attitude toward Brand and Purchase Intention", The Graduate School of Kangwon National University, (2009).
C. A. Kim, "PPL Marketing in Movies, Effect of Attraction", Cheil Communications March issue, pp. 23-26, (2003).
Y. K. Choi, "The effects that mobile phone ads of the restaurant businesses have on the consumers' purchasing intension Focus on the customers who are on their twenties", The Graduate School of KyungHee University, (2011).
Bauer R. A., & S. A. Greyser, "Advertising in America; the consumer view", Boston, MA: Havard University, (1986).
Keller, K. L, "Building customer-based brand equity", Marketing Management, Jul/Agu, (2008).
Aaker, D. A, "Managing Brand Equity", The Free Press, New York, (1991).
Faircloth, B. J., Capella, M. L., & Alford, B. L, "The Effect of Brand Attitude and Brand Image on Brand Equity", Journal of Marketing Theoru and Practice, Vol.64, pp. 61-75, (2001).
Foroudi, P., Melewar, T. C., & Gupta, S. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting", Journal of Business Research, Vol.67, No.11, pp. 2269-2281, (2014).
Y. J. Cho, "Examining the relationships among interpretation program for visitors, perceived value, attitude and behavioral intention on Hanok Village", Graduate School of Tourism Kyung Hee University, (2019).
Fishbein, M., & Ajzen, I, "Belief, attitude, intention and behaviour: An introduction to theory and research. Reading", MA: Addison-Wesley, (1975).
Oliver, R. L, "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of marketing research, Vol.17, No.4, pp. 460-469, (1980).
Y. G. Lee, J. H. Lee, H. C. Joo, "A Causal Relationships among PPL Advertising Attribute Factor, PPL Attitude, Brand Awareness, Brand Attitude, and Purchase Intention on Golf Specialized Broadcasting Lesson Program", Korean Journal of Sport Studies, Vol.54, No.5 pp. 519-534, (2015).
S. H. Park, "Celebrities and Contents' Advertising Attributes Influencing Attitude toward Advertising, Attitude to ward Brand and Purchase Intention in Food Service Franchise", Department of Culinary and Food Service Management, The Graduate School of Sejong University, (2011).
Aaker, D. A, Building strong brands. New York : The Free Press, (1996).
J. W. Lee, The Influence of TV Program"s Engagement on Product Placement Advertisement Effects : Focus on Sports Brands, Korean Journal of Sports Science, Vol.25, No.3 pp. 731-745.
Abelson, R. P., Kinder, D. R., Peters, M. D., & Fiske, S. T, Affective and Semantic Components in Political Person Perception. Journal of Personality and Social Psychology, Vol.42, No.4, pp. 619-630, (1982).
Y. Girl, "Analysis of Advertisement Effects and Images by Advertisement Type and Involvement in Sports Broadcasting", Major in Physical Education, Graduate School Kyunghee University, (2009).
Y. M. Kim, J. W. Lee, "The Influence of Attributes of Celebrity Athlete Endorser on the Effectiveness of Advertising According to Products Types", Advertising Research, Vol.73, pp. 9-41.
J. H. Pae, S. H. Jung, "The Impact of Technology Advancement Strategies on Consumers Patronage Decisions," The Journal of Product Innovation Management, Vol.19, pp. 375-383, (2002).
Y. K. Sohn, K. G. Yoon, The Effects of User Satisfaction By Types of Brand Experience on Brand Attachment and Repurchase Intention : Survey of Users of Samsung Galaxy vs Apple iPhone, Korean management review, Vol.43, No.5, pp. 1595-1626, (2002).
J. S. Kang, Innovative Service Characteristics of Sport Brand Application Impact on Accepting Attitude and Intention to Recommendation, Journal of Sport and Leisure Studies, Vol. 61, pp. 227-236.
Bagozzi, R. P., & Yi, Y. J, "On the Evaluati on of Structural Equation Models", Journal of the Academy of Marketing Science, Vol.16, No.1, pp. 74-94, (1988).
Hu, L. T., & Bentler, P, "Cutoff criteria for fit indexes in covariance structure analys is: Conventional criteria versus new alternatives", Structural Equation Modeling, Vol.6, No.1, pp. 1-55, (1999).
Nunnally, J, Psychometric Methods(3th eds.). New York, NY McGraw-Hill Book Co, (1978).
Y. J. Kim, A Study on Effect of Product Placement on Brand Image, Brand Awareness, Purchase Intention and Wordof-Mouth Intention in Franchise Firms, Major in Entrepreneurial Consulting, The Graduate School Chung-Ang University, (2016).
S. N. Jung, The Influence of the PPL Effects on Fashion Magazine over Brand Awareness, Familiarity and the Purchase Intention to Fashion Products, Dept. of Fashion Art, Chung-Ang University, (2007).
S. W. Yuan, A Study on the Influence of PPL of Korean Products in Chinese TV Program on Chinese Consumers' Attitudes, Purchasing Behaviors and Intentions, Department of Business administration, The Graduate School of International business Woosong University, (2017).
H. J. Kim, E. J. Kang, The Effects of Advertisement Properties In Cosmetics Convergence Advertisement Using PPL On Brand Attitude and Purchasing Intention, Journal of Convergence for Information Technology, Vol.8. No.4, pp. 87-97, (2018).
S. W. Tak, The Effects of Advertising Attributes on Consumer Attitudes, Brand Attitudes, and Purchase Intention, Department of Food Service and Technolog, Graduate School of Medicaland Health Sciences, Daegu Catholic University, (2018).
H. L. Zeng, A Study on Influence of Product Placement on viewer's Brand Attitude and Purchase Intention, Dept. of International Trade & Business, The Graduate School Sangmyung University, (2017).
S. G. Kang, Study on Advertising Effect according to SNS Advertisement Attributes of Mobile Shopping Mall, Dept. of Graduate School, Dong Eui University, (2017).
H. S. Lee, H. J. Chun, The effect of PPL advertisement attributes in the food service industry on advertisement attitude and purchase intention: focus on Chinese, Hotel Tourism Research, Vol.19, No.4, pp. 94-108, (2017).
X. Y. Zhang, Effects of PPL Advertising Attributes on Chinese Consumers' Intent of purchase to Buy Korean Products-Focused on the Korean brand PPL in Chinese TV programs69, Department of Media Advertising, Dong-Eui University, (2019).
J. K. Oh, Y. R, Heo, The Relationship among TV Drama Attributes, Location Attributes, Product Placement Effects and Tourist Behavior, Hotel Tourism Research, Vol.13, No.4, pp. 34-43, (2011).
J. M. An, The Influence of the Attributes of Restaurant industry PPL on PPL Accommodation Attitude, Brand Image and Brand Awareness, Purchase Intention, Department of Food service Management, Graduate School of KyungHee University, (2017).
H. S. Lee, J. H. Kim, S. B. Lee, Effect of Restaurant Business Product Placement (PPL) on Brand Awareness and Purchase intention, Korean Journal of Hospitality & Tourism, Vol.15, No.4, pp. 73-88, (2006).
J. W. Lee, A Study on the Impact of Advertising Attributions on Attitude toward Advertisement, Brand Cognition, Attitude toward Brand and Purchase Intention, Department of Business Administration, The Graduate School of Kangwon National University, (2008).
S. H. Choi, The Role of Brand Trust in the Formation of a Consumer-Brand Relationship, The Korean Journal of Advertising, Vol.19, No.5, pp. 75-96, (2008).
Homer, P. M, The mediating role of attitude toward the ad: Some additional evidence, Journal of Marketing Research, Vol.27, No.1, pp. 78-86, (1990).
*원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.