PPL 廣告 모델이 衣類브랜드 態度에 미치는 影響에 關한 硏究

Abstract

By considering the influences of PPL(Product Placement) commercial model on consumers attitude toclothing brand as a commercial effect of PPL, this study intends to identify how much differently theytake an attitude to clothing brands before and after exposed to PPL commercials, and also identify howmuch differently they take their attitude to the brands depending upon PPL commercial models.In the step of experimental design, a previous survey was performed to identify how consumers taketheir attitude to commercial models and brands before exposed to PPL commercials. And every subjectwas asked to watch video films with brand logos exposed.The results of experiment can be summarized as follows:After all subjects were exposed to PPL commercials, in general, their attitude to commercial models hadmore or less effects on the change of their attitude. Meanwhile, the interaction between their attitude tomodel and clothing brands respectively had somewhat significant influences only on brand recognition.This study verified that PPL commercial models had significant influences on consumers attitude tobrands. These results imply that a PPL commercial strategy in fashion industry should be made focusingon the respective roles of PPL commercial models.