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The Advertising Effect of Internet Advertisement of Wedding Dress : Structure Equation Modeling  

Lee, Seung-Hee (The Fashion School, Kent State University)
Jung, So-Yeon (Jung Soyeon Wedding Luise)
Publication Information
Journal of Fashion Business / v.14, no.1, 2010 , pp. 76-85 More about this Journal
Abstract
The purpose of this study was to investigate the relationships among advertisement attitudes, brand attitudes, and purchasing intention in wedding dress Internet advertisement, using SEM (Structure Equation Modeling). Two hundred two unmarried women participated in this study. For this study, banner advertisement stimuli was developed. Descriptive statistics, factor analysis, AMOS were used for data analysis. The results are as follows: First, advertisement attitudes affected positively brand attitudes. Second, brand attitudes influenced positively purchase intention. Finally, advertisement attitudes affected positively purchase intention. It appears that advertisement attitudes influenced purchase intention directly or indirectly via brand attitudes. Based on these results, fashion advertisement promotion marketing strategies would provide for wedding dress marketers.
Keywords
Internet Advertisement; Wedding Dress; Advertising Attitudes; Brand Attitudes; Purchasing Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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