지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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The purpose of this study was to investigate which advertising types had a greater impact on advertising effectiveness, between congruence images and incongruence image. 311 female college students in Korea participated in a 2×2 between -subjects experiment. A fashion brand, 'Bean pole', was selected through the pretest, running both on-line and off-line channels. As the results, first, the image congruence advertising aroused consumers' brand attitudes and purchase intentions more than incongruence image. Second, each channel's advertising showed similar effectiveness between on-line and off-line channel. Third, the main effects of advertisement attitudes were significant in each channel. Forth, the ‘Bean pole' brand was more effective off-line than on-line. And the main effects of brand attitudes between images congruence and image incongruence. So the ‘Bean pole' brand was more effective with image congruence than image incongruence advertising. Fifth, significant interaction effect between types of images and shopping channels was identified. Finally, the main effects of purchase intention was identified for both image congruence and incongruence. A significant interaction effect between the types of images and shopping channels was also identified. These results imply that image congruence on fashion brands affects consumers' purchase intentions and brands attitudes.
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