먹는샘물의 친환경 광고 커뮤니케이션이 브랜드 매력을 통한 브랜드 이미지와 브랜드 팬쉽에 미치는 영향- ‘제주삼다수’를 중심으로 -

Abstract

This study examined the process and influence of eco-friendly advertising communications of drinkable spring water on brand image and brand fanship through brand Attractiveness, focusing on Jeju Samdasoo. For this purpose, an online survey was conducted targeting residents outside of Jeju Island who had experienced both Jeju Samdasoo products and Jeju Samdasoo's eco-friendly advertising content. The collected data were analyzed using SPSS 25.0 and AMOS 22.0. The research results confirmed the positive impact of eco-friendly advertising communication on brand attractiveness and brand image (functional and emotional image). The positive impact of brand Attractiveness on functional and emotional brand image was also confirmed. However, brand attractiveness did not have a positive impact on brand fanship. Finally, functional brand image and emotional brand image have a positive impact on brand fanship. Based on these results, that drinkable spring water can focus on its core values through eco-friendly advertising communications. In addition, the process of forming brand fandom through brand appeal and brand image was verified. Through this, it is very meaningful to present it in an expanded form to include implications.