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
- 저널정보
- 복식문화학회 복식문화연구 복식문화연구 제21권 제3호
- 발행연도
- 2013.6
- 수록면
- 338 - 347 (10page)
- DOI
- http://dx.doi.org/10.7741/rjcc.2013.21.3.338
이용수
초록· 키워드
오류제보하기
In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20’s to 40’s using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.
목차
등록된 정보가 없습니다.
참고문헌 (34)
참고문헌 신청
Alba, J. W. / 1987 / Dimension of expertise / Journal of Consumer Research 13:411~454
Barros, C. P. / 2007 / Sponsorship brand recall at the EURO 2004 soccer tournament / Sports Marketing Quarterly 16(3):161~170
Dahlen, M. / 2005 / Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link / Brand Management 12(3):151~164
Ennis, R. / 1993 / Attitudes, advertising, and automobiles : A functional approach / Advances in Consumer Research 20:662~666
Fiore, A. M. / 2000 / Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences / Psychology & Marketing 17(1):27~54
Barros, C. P. / 2007 / Sponsorship brand recall at the EURO 2004 soccer tournament / Sports Marketing Quarterly 16(3):161~170
Dahlen, M. / 2005 / Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link / Brand Management 12(3):151~164
Ennis, R. / 1993 / Attitudes, advertising, and automobiles : A functional approach / Advances in Consumer Research 20:662~666
Fiore, A. M. / 2000 / Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences / Psychology & Marketing 17(1):27~54
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