• 베이커리
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• no.2 s.415
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• pp.100-104
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• 2003

• 베이커리
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• no.8 s.409
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• pp.110-111
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• 2002

• 베이커리
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• no.6 s.395
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• pp.154-159
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• 2001

• 베이커리
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• no.10 s.363
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• pp.108-115
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• 1998

• Culinary science and hospitality research
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• v.17 no.4
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• pp.104-120
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• 2011

This study is to make an empirical analysis of star marketing used as die means of sales promotion for Christmas cakes regardless of high advertising cos1s, by understanding the influence of attributes of celebrity advertising models for advertisements of bakery companies over die Christmas season on advertising attitude, corporation reputation and reliability which are recognized by consumers. The verification results were judged as important core elements for successful management in bakery industry. Since bakery brands are losing their differentiations in both functional and physical aspects, the study aimed to offer strategic suggestions to bakery industry. The result of study modelling were GFI=0.911, AGFI=0.887, NFI=0.935, CFI=0.979, RMR=.126 at the level of $x^2$=313.294(df-=218, p<0.001). First, model credibility and model attractiveness of advertising models bad a positive(+) influence on advertising attitude. Second, advertising attitude bad a positive(+) influence on corporation reputation and reliability. Third, corporate reputation also bad a positive(+) influence on corporate reliability.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.57-72
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• 2013

This study carried out an empirical analysis on the long-term effects of a marketing communication strategy used as a means of promotion(advertisement, free gift) of Christmas cake despite its high costs. Such verification results were considered to provide as important core elements for successful management in the bakery industry. By utilizing SPSS and AMOS, exploratory factor analysis(EFA) and confirmatory factor analysis(CFA) were conducted for the validity of the measurement items, and Structural Equation Model(SEM) was performed to verify the hypothesis. The analysis result is as follows. First, advertisement attribute(${\beta}$=0.269, t=4.512, p,<0.001) and free gift attitude(${\beta}$=0.293, t=5.043, p<0.001) had a positive influence on trust. Second, trust had a positive influence on purchase intention(${\beta}$=0.513, t=8.677, p<0.001). Third, advertisement attribute(${\beta}$=0.104, t=1.966, p,<0.05) and free gift attitude(${\beta}$=0.204, t=3.817, p<0.001) had a positive influence on purchase intention. Lastly, advertisement attitude appeared different by advertisement types(actors and animation), and ads with an actor were evaluated high than animation ads. Also, gift attitude appeared different by gift types(speaker doll/character hat and turtleneck muffler), and a turtleneck muffler was evaluated high than a speaker doll or a character hat.