재미유발(fun)광고가 브랜드 자산 형성에 미치는 영향
The Effects of Fun Advertising on Building Brand Equity
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초록
본 연구는 다양한 분야에서 관심을 가지는 재미에 관한 문헌을 검토하여 광고에서의 재미의 의미를 파악하고, 재미유발광고가 브랜드 자산 형성에 어떠한 영향을 미치는지를 실증적으로 검토하고자 하였다. 구체적으로 실제 사용되고 있는 방송광고와 허구의 인쇄광고를 이용하여 실험을 하였다. 브랜드 자산형성과정에서 인과구조가 어떻게 형성되어 있는 지를 구조적으로 검토하였다. 분석결과를 살펴보면, 첫째, 정서적 및 인지적 재미유발을 높게 지각한 소비자들은 브랜드 인지가 높아지는 것으로 나타났다. 둘째, 방송광고에서 브랜드 인지와 상징적 이미지와의 관계를 제외하고는 브랜드 인지와 브랜드 이미지(기능적 이미지 및 상징적 이미지)와의 관계는 유의적인 것으로 나타났다. 셋째, 브랜드 이미지(기능적 이미지 및 상징적 이미지)와 브랜드 신뢰와의 관계도 유의적인 것으로 나타났다. 마지막으로 이와 같은 연구결과가 가지는 의미와 시사점을 논의하였다.
Abstract
ased on theoretical background about fun advertising, we built empirical framework, hypothesis and investigated the causal relationship among fun advertising and brand equity. Two types of Fun ads(emotional fun vs cognitive fun) were used for testing hypothesis. After the exposure to real TV advertisement and fictitious Print advertisement the objects answered questionaires. Next we analyzed data. Based on the experiment result in TV and print ads, it was found that emotional and cognitive fun were positively related to brand awareness and brand awareness was positively related to both brand image(functional and symbolic image) and both brand image were positively to brand trust. However, in TV ads, brand awareness was not related to symbolic brand image. The relationship of fun to brand awareness was stronger in print ads than TV ads. Also the relationship of brand image to brand trust was stronger in functional image than symbolic image at TV and print ad. Finally theoretical and managerial implications were discussed.
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