유명인 모델의 속성을 이용한 광고가 항공사 기업 이미지에 미치는 영향
The Effect on a Airline Corporate Image through Ads Using Celebrity Endorser`s
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초록
The purpose of this study is to examines the influence of the airline's celebrity endorser on airline's corporate image through survey research. In order to realize these purposes, the study carried out simultaneously literature study and empirical study, and a questionnaire survey was conducted from August 10 to August 12, 2007, and 150 valid questionnaires were used in empirical analysis. In the empirical analysis, data were statistically processing using SPSS 12.0, In this study the attributes of celebrity endorser were represented by the Two factor- 'Trustworthiness,' 'Attractiveness'. The results of this empirical study showed that the attitude toward the advertisements and airline corporate image was influence by trustworthiness, attractiveness attributes of celebrity endorser. Conclusively, the result also was supported that celebrity's trustworthiness and attractiveness has positive influence on both the attitude-toward-advertising and airline corporate image.
Abstract
The purpose of this study is to examines the influence of the airline's celebrity endorser on airline's corporate image through survey research. In order to realize these purposes, the study carried out simultaneously literature study and empirical study, and a questionnaire survey was conducted from August 10 to August 12, 2007, and 150 valid questionnaires were used in empirical analysis. In the empirical analysis, data were statistically processing using SPSS 12.0, In this study the attributes of celebrity endorser were represented by the Two factor- 'Trustworthiness,' 'Attractiveness'. The results of this empirical study showed that the attitude toward the advertisements and airline corporate image was influence by trustworthiness, attractiveness attributes of celebrity endorser. Conclusively, the result also was supported that celebrity's trustworthiness and attractiveness has positive influence on both the attitude-toward-advertising and airline corporate image.