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논문 기본 정보

자료유형
학술저널
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한국피부과학연구원 아시안뷰티화장품학술지 아시안뷰티화장품학술지 제13권 제2호
발행연도
2015.1
수록면
167 - 177 (11page)

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이 논문의 연구 히스토리 (2)

2015

화장품 광고모델 호감도가 브랜드 자산과 구매의도에 미치는 영향-소비유형을 중심으로
조윤민 ,  김계숙 ,  강신옥 아시안뷰티화장품학술지 2015.01 학술저널

2013

화장품 광고모델 호감도가 브랜드 자산과 구매의도에 미치는 영향 : 소비유형을 중심으로
조윤민 2013.01 학위논문

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This study aims to examine the effect of the preference of the advertising model on advertisement attitudes, brand attitudes, brand awareness, brand loyalty, and purchase intention to find the differences of routes and effect according to moderating variables (waste-type, thrift-type) in the customer types. The summarizations of the study results are as follows: First, the preference of the advertisement model had a significant and positive effect on advertisement attitudes, brand attitudes, and brand awareness. Second, advertisement attitudes had a positive effect on purchase intention, which is significant, but it had no significant effect on brand attitudes. Third, brand attitudes had a positive effect on brand loyalty and purchase intention which is significant. Fourth, brand awareness had a significant and positive effect on brand loyalty and purchase intention. Fifth, the preference of the advertisement model had no significant effect on brand loyalty and purchase intention. Sixth, the results of analyzing the customer types into the waste-type and the thrifttype which were responded to the questionnaire papers of this study demonstrate that there would be no significant difference in the moderating effect of each variable. This study reveals that the preference of the advertisement model had a direct effect on advertisement attitudes, brand attitudes, and brand awareness, but did not direct effect on brand loyalty and purchase intention. Therefore, in terms of the customer preference of the advertisement model, when customers perceive advertisement attitudes, brand attitudes, and brand awareness highly, it is seen that this leads to the substantial purchase. Advertisement attitudes had no significant effect on brand loyalty, but had a significant effect on purchase intention. Therefore, it is revealed that favorable attitudes to the advertisement can be connected to the simple purchase, but did not have an effect on brand loyalty. Meanwhile, brand attitudes had a significant effect on brand loyalty and purchase intention. This demonstrates that costumer’s feeling towards brand would enhance brand loyalty, leading to purchase. The study results indicate that to enhance the favorable advertisement, brand attitudes, and brand awareness instead of inducing purchase behavior only with the preference of a certain model in using the advertisement model in cosmetics, is liable to be connected to the direct purchase. Therefore, if brand loyalty and purchase intention are drawn by establishing brand assets such as brand attitudes and brand awareness, it would be more effective than marketing techniques, using popular stars.
#Advertising model #Advertisement attitudes #Brand attitudes #Brand awareness #Brand loyalty

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참고문헌 신청
Kang BS / 2002 / A comparative Study on Advertising Effect of Sport Star and Celebrity Endorser / Industrial management grad school, Dankook University google schola Kim CG / 2008 / The Effects of Entertainment Star Model on the Advertising Effectiveness in the Food Service Industry / Kyung Won University google schola Kim CH / 2000 / Cuases that Have Effects on Strategic Integration in Distribution Channel / Distribution Business Adacemy Magazine 2 : 32 ~ 45 google schola Kim DW / 2009 / A study on the Brand Characteristics of the Franchise PC Room Affect Brand Attitudes and Purchase Intention / Media and communication grad school, Sungkyunkwan Universi google schola Kim HE / 2011 / Cosmetics Purchasing Behavior of Female Consumers According to Types of Advertisement and Publicity in Women’s Monthly Magazine / Fashion grad school, Dongduk women’ google schola

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