온라인광고 형식과 광고모델의 공신력이 광고기만성 인식, 브랜드 신뢰도, 브랜드 호감도에 미치는 영향에 관한 연구

• 영문명: The Effect of Online Advertising Formats and Public Confidence of Advertising Models on Advertising Deception, Brand Confidence and Brand Preference
• 발행기관: 한국무역연구원
• 저자명: 전성덕(Sung-Duk Jeon) 이영민(Young-Min Lee)
• 간행물 정보: 『무역연구』제15권 제6호, 509~532쪽, 전체 24쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.12.30

영문 초록

Purpose - This study fills in the literature gap relative to determining the type of advertisement presentation and advertising model that are is effective in boosting brand trust and brand preference. Design/methodology/approach - The study conducted a similar experiment on n=340 and conducted a Cronbach Alpha Coefficient and Two-way ANOVA analysis using the SPSS statistical program. Findings - The interaction effect between the advertisement presentation format and the advertising model was also examined empirically. Results showed that advertisement presentation format affects advertisement deception, by increasing advertisement deception. advertising deception was found to have an effect on reducing actual brand trust and brand preference. In addition, to increase brand trust and brand preference, the general advertising presentation format and the celebrity advertising model were more desirable advertising presentation formats. Research implications or Originality - This study has shown some very interesting results. In online advertising, general advertising was worth more than the advertising presentation format. Based on the results, it is expected that by empirically verifying the effects of adverts in online advertisements, they will be able to properly respond to the changed media environment and present strategic implications to those in charge of advertising.

목차

Ⅰ. 연구배경 및 목적

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 연구 결과

Ⅴ. 결론 및 시사점

키워드

Advertising Fomat Brand Preference Brand Reliability Deception Model Confidence