Browse > Article

The Relationships between the Advertising of a College Image and the College Image, and the Behavior of Choosing a College and a Major - Focused on the Students of Fashion Related Majors -  

Chang, Geung-Hae (Dept. of Fashion Design, Keimyung College)
Publication Information
Fashion & Textile Research Journal / v.10, no.2, 2008 , pp. 220-227 More about this Journal
Abstract
The purpose of this study was to investigate the relationship between the image advertising of a college and the college image, and the behavior of choosing a college and a major. Data were collected from students of 4 colleges in Daegu. Convenienced sampling was performed, and 259 responses were used for analysis. In the statistical analysis, factor analysis and regression analysis were used for verification. The results were as following; The image advertising concept of a college constituted one factor, and the college image consist of the college's internal image factor and the external image factor. It shows that the image advertising of a college/the college image has a direct influence on the behavior of choosing a college and a major. Furthermore, through interaction with the college image, the image advertising also has an indirect influence.
Keywords
advertising of a college image; college image;
Citations & Related Records
연도 인용수 순위
  • Reference
1 권용석 (2002) 기업이미지 광고가 기업의 인지도, 이미지 및 구매의도에 미치는 영향 에 관한 연구. 연세대학교 대학원 석사학위논문
2 손레지나 (2001) PR과 광고 활동이 브랜드 호의도 및 기업이미지 형성에 미치는 영향에 관한 연구. 연세대학교 언론홍보대학원 석사학위논문
3 안광호.유창조 (1998) "광고원론". 법문사, 서울, p.55
4 윤병덕 (1985) "광고용어대사전" 지식산업사, 서울, p.119
5 정한열.노형진 (2001) "한글 SPSS 10.0 기초에서 응용까지" 형설출판사, 서울, p. 258
6 하봉준(1993. 3) 공익적 메시지를 담은 기업이미지 광고효과에 관한 연구, 엘지애드, pp.69-79
7 Kotler, P. (1994) "Marketing Management: Analysis, Planning, Implementation and Control". 8th Ed., Prentice Hall, Englewood Cliffs, pp.150-151
8 Herbig, P and Milewicz, J. (1995) The relationship of reputation and credibility to brand success. Journal of Consumer Marketing, 12(4), 202-217
9 Schwar, D. (1980) "Introduction to marketing management: Principle, Practices and Process". McGraw-Hill, New York, pp.200-201
10 Winter, L. C. (1986) The effects of brand and advertising on company image : implications for corporate advertising. Journal of Advertising Research, 17(2), 156-170
11 Garbett, T. F. (1981) "Corporate Advertising: The What, Why, and The How" McGraw-Hill, New York, pp.300-301
12 Dowling, G. R. (1993) Developing your company image into a corporate asset. Long Rang Planning, 26(2), 333-348
13 조광현.박희창 (2006) 연관성 규칙을 이용한 매개효과 검정에 관한 연구. Journal of the Korean Data Analysis Society, 8(5), 1905-1913
14 Erickson, G. M., Jonson, J. K. and Chao, P. (1984) Image variable in multi-variable product evaluation country of origin effects. Journal of Consumer Research, 11(September), 374-392
15 Meadow, R. G. (1987) The political dimensions of non product advertising. Journal of Communication, 1(Winter), 121-122
16 최인혁.김화동 (2000) 경쟁적 가치관점에서 본 기업아이덴터티의 구성요소. 경영학연구, 28(8), 450-468
17 Fishbein, M. and I. Ajzen (1979) "Belief, attitude, Intention and Behavior reading." Addison-Wesley, New York, pp.260-261
18 Winter, L. C. (1988) Does it pay to advertise to hostile audiences with corporate advertising? Journal of Advertising Research, 26(3), 53-65
19 김원수 (1993) "기업이미지관리론". 경문사, 서울, p.251
20 장대련.한민희 (1998) "광고경영론". 박영사, 서울, pp. 250-251
21 윤민철 (2002) TV에 나타난 기업광고의 변화 추이에 관한 연구. 서강대학교 대학원 석사학위논문
22 Loudon, D. and Della Bitta, A. J. (1988) "Consumer Behavior Concept and Applications". McGraw-Hill, Singapore., pp.119-120