지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.1
- 수록면
- 17 - 33 (17page)
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초록· 키워드
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The purpose of this study is to find the relationship between the consumer's attitude toward advertising and brand, and purchase intention in the food service industry. Data was collected by conducting a survey to customers who visited family restaurants, fast-food restaurants and pizza restaurants in Daegu. Date analysis was performed on 417 valid responses. The results indicated that the analysis of advertising attitude according to type of food service industry showed a significant different. This attitude did have a significant influence on attitude toward brand. And brand attitude did have a significant influence on purchase intention. Therefore, the consumer's attitude toward the advertisement will be the important factor in the purchase behavior process.
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참고문헌 (35)
참고문헌 신청
Assael,H / 2007 / 소비자 행동론 / 한티미디어
Brown, S. P / 1992 / Antecedent and consequences of attitude toward the Ad / Journal of Consumer Research 19 : 34 ~ 51
Burke, M. C / 1989 / The impact of feelings on ad-based affect and cognition / Journal of Marketing Research 26 : 69 ~ 83
Chaiken, S / 1987 / Attitude and attitude change / Annual review of Psychology 38 : 575 ~ 630
Gorn,G.J / 1982 / The effects of music in advertising on choice behavior: Classical conditioning approach / Journal of Marketing 46 (Winter) : 94 ~ 101
Brown, S. P / 1992 / Antecedent and consequences of attitude toward the Ad / Journal of Consumer Research 19 : 34 ~ 51
Burke, M. C / 1989 / The impact of feelings on ad-based affect and cognition / Journal of Marketing Research 26 : 69 ~ 83
Chaiken, S / 1987 / Attitude and attitude change / Annual review of Psychology 38 : 575 ~ 630
Gorn,G.J / 1982 / The effects of music in advertising on choice behavior: Classical conditioning approach / Journal of Marketing 46 (Winter) : 94 ~ 101
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