• 한국프랜차이즈경영연구
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• 제12권4호
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• 디지털융복합연구
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• 제14권2호
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• pp.123-130
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• 2016

본 연구는 IPTV VOD 광고효과에 영향을 미치는 요인이 무엇인가를 알아보기 위해 이루어졌다. 이를 위해 IPTV의 Pre-Play와 프로그램 삽입광고 게재위치 형태로 실험자극물을 제작하여 실험을 실시하였다. 연구결과 첫째 VOD 광고태도에 영향을 미치는 요인은 광고주목도와 프로그램 몰입도로 나타났다. 반면 프로그램 시청만족도는 유의미한 영향을 미치지 않았다. 둘째, VOD 광고제품에 대한 구매의도에는 광고주목도만이 유의미한 영향을 미쳤다. 셋째, 프리플레이(Pre-Play)와 삽입광고 게재위치 간에 광고태도와 구매의도에는 유의미한 차이가 없었다. 따라서 현재의 프리플레이(Pre-Play) 광고게재 전략이 효과적인 것으로 결론 내릴 수 있다. 향후에 IPTV VOD 광고를 효과적으로 소비자에게 전달할 수 있는 전략을 마련하는데 도움을 줄 것으로 기대한다.

• 한국의류학회지
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• 제26권1호
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• pp.112-123
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• 2002

The purpose of this study was to establish the strategy for Internet fashion homepage advertising that attracts consumers attention and discloses clothing brand to consumers continually. In this paper, the following subjects were set up: (a) to classify the structure and evaluation factors of the fashion homepage advertising, (b) to analyze the effect of demographic variables and clothing involvement of consumer on fashion homepage advertising structures and evaluation factors. A random sample of 553 people in the age group 16-34s living in Seoul and Kyungki region during March 2000 was selected from Internet users. SPSS package was used for data analysis. Frequency, Percentage, Factor analysis, ANOVA, Duncan test and regression analysis were applied. The results of this research were as follows: First, in the process of classifying the dimension of the fashion homepage advertising, homepage advertising structure was composed of 5 factors: interactive, amusing factor, professional information, fashion information and useful information. And homepage advertising evaluating factors were interesting, information and irritation. Second, it was found that clothing involvement influenced fashion homepage advertising. High involvement group preferred the fashion information factor of the homepage advertising structure and low involvement group was useful information factor of the homepage advertising structure. Both high and low involvement groups preferred interesting factor of the homepage advertising evaluation. Third, demographic variables also influenced fashion homepage advertising Females manifested greater interests in informative factor of homepage advertising than males. Findings from this study provide an insight into fashion homepage advertising strategy related to consumers clothing behavior.

• 한국의류학회지
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• 제40권6호
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• pp.1072-1084
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• 2016

Over the years, the relationship between fashion and art has received significant attention in fashion studies. This study seeks to research and inquire on the relation of pastiche strategies with art-works in fashion advertising with a focus on luxury fashion brands. Pastiche means 'the exhaustion of creativity' and can be represented in fashion advertising's borrowing of art-works. This study examines the concepts of fashion advertising and pastiche, focusing on the relation between fashion and art. Based on this as a framework, this study examines cases of art-work in fashion advertising, then reveals the effect that luxury fashion brands achieve through art. Unfortunately, every case cannot be confined to pastiche, but drawing on the strategy of pastiche allows us to show how art is being used in advertisement as well as how fashion and art are being changed.

• 한국의류산업학회지
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• 제21권4호
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• pp.432-451
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• 2019

Companies and brands that practice sustainability pay attention to New Media due to its ability to build a sustainable relationship between companies and consumers. The need for research on specific roles, characteristics, and social media effects on eco-friendly advertising has had rapid growth in marketing programs for sustainable activities especially shown through social media. Information about sustainable fashion has spread to consumers through social media, and multifarious efforts have been made to attract the attention of youth. Despite the dramatic increase in eco-friendly marketing through social media as a part of sustainability, there is a lack of research on the major influences of emotional factors such as ad color and expression in social media. In this context, it is meaningful to identify relationships between emotional responses, advertising value and consumer behavior of sustainable fashion brands in Instagram and implement a suitable advertising type (color vs expression) for consumers. We used 366 responses for the final analysis. Data were analyzed by factor analysis, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study suggest that emotional responses, advertising value have a significant effect on the flow. This study expands on a previously limited research field by verifying consumer responses to image advertising on Instagram, rather than general sustainable fashion marketing. The study results also provide meaningful implications for a relation formation between customers and fashion brands vis-${\grave{a}}$-vis sustainable social media marketing.

• 디자인학연구
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• 제15권4호
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• pp.231-242
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• 2002

본 연구는 최근 들어 광고매체로서 뉴미디어가 빠른 속도로 발전하고 있고, 방송매체 시장 성장률이 증가 추세를 보이는 반면 인쇄매체 광고시장 성장률은 둔화되고 있는 시점에서 보다 효율적인 광고제작기법을 통해 인쇄매체광고의 활성화에 일조하기 위한 목적으로 시도되었다. 이를 위해 포스트모더니즘 기법의 하나인 패러디 광고를 인쇄매체에 활용하였을 때 나타날 수 있는 광고효과를 실증적으로 분석하였다. 인쇄매체광고의 패러디 효과를 실증적으로 측정해 보기 위해 기존에 안정적인 연구결과를 보이고 있는 최초상기도, 광고신뢰도, 광고에 대한 태도, 상표에 대한 태도, 구매의도 변수에 대해 패러디광고와 패러디 되지 않은 광고간에 나타나는 광고효과를 비교 분석해 보았다. 연구결과 다양한 장르의 패러디에서 패러디 되지 않은 광고에 비해 보다 높은 광고효과를 보이는 것으로 나타났다. 이러한 연구결과는 인쇄매체광고에서 효율적인 패러디의 도입을 통해 보다 높은 커뮤니케이션 효과를 창출해 낼 수 있는 가능성이 존재하고 있다는 것을 시사하고 있다.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.153-162
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• 2022

Nostalgia advertising is one of the key and effective tools for marketers to capture the attention of consumers. Prior studies have identified two types of nostalgia, personal and historical. The aim of this research is to learn more about historical nostalgia and its influence on consumer brand purchase intentions. A convenience sampling technique was used to obtain a sample of 182 respondents via Google forms. The study then used partial least square structural equation modeling. In PLS-SEM, we applied a measurement model to obtain the results related to reliability, validity, and model fitness. Once the desired results are achieved, the study proceeded to the structural model where results related to hypotheses were obtained. The study's findings corroborated the literature, revealing that historical nostalgia advertisements have a significant impact on consumers' cognition and emotions, leading to an effect on attitudes. The serial process has the effect of influencing consumer buying intentions. Hence, the importance of nostalgia advertising proposed in the study was established through empirical evidence. Policymakers, organizations, and advertising agencies in Pakistan are recommended to implement nostalgia advertising techniques based on the findings and are encouraged to do so for immediate benefits.

• 디지털융복합연구
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• 제20권4호
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• pp.585-595
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• 2022

본 연구는 효과적인 웹툰 광고를 제작하고 매체 집행 전략을 제안하기 위한 목적에서 태도요소들이 광고효과에 미치는 영향을 확인하였다. 실험방법을 이용하여 자료를 수집하였다. 연구결과 첫째, 웹툰 광고의 형태가 실사형과 웹툰형에 관계없이 광고태도만이 광고주목도에 유의미한 영향을 미쳤다. 둘째, 웹툰 광고의 형태가 실사형일 때 광고태도와 제품태도가 광고 클릭의도에 유의미한 영향을 미쳤다. 셋째, 웹툰 광고의 게재위치가 웹툰 중간에 삽입될 때 광고태도가 광고주목도에 유의미한 영향을 미쳤다. 넷째, 웹툰 광고의 제품이 경험재품일 때, 광고주목도에 유의미한 영향을 미치는 것은 광고태도였다. 본 연구는 실험연구를 통해 웹툰 광고의 제작 및 매체 집행 전략을 제안하였다는 점에 가치가 있다.

• 한국컴퓨터정보학회논문지
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• 제19권11호
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• pp.183-192
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• 2014

휴대폰 보급의 활성화와 모바일 광고의 확산으로 인해 새로운 광고 채널로 부상하고 있는 모바일 광고에 대한 다국적 소비자들의 태도나 행동의지를 이해하는 작업이 중요한 요소가 되었다. 모바일 광고의 특정 영역은 여전히 추가적인 연구가 필요하며, 특히, 모바일 광고에 대한 고객의 태도는 많은 관심을 받고 있는 영역이다. 본 연구는 기존의 기술수용모형을 바탕으로 모바일 광고 특성과 구매의도간의 관계를 조사하고, 국적에 따른 조절효과를 분석하였다. 본 연구의 결과는 모바일 광고의 효과성을 향상시키기 위해 노력하고 있는 연구자들이나 광고 실무자들이 관심을 가져야할 요소들을 이해하는데 유용한 정보를 제공할 것이다.

• 한국IT서비스학회지
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• 제23권2호
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• pp.117-133
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• 2024

This research analyzes users' cognitive responses to Out-Of-Home advertising content based in virtual environments. Specifically, it distinguishes the depth of advertisements as 2D or 3D and categorizes animation effects of light as a representation of virtuality into 'none', 'blinking', and 'flowing'. For this purpose, virtual reality content was developed, and after experiencing the content while wearing HMD, users' cognitive responses were investigated. Involving 60 participants, the study found that the interaction effects between depth perception and animation effects were not statistically significant, nor was the primary effect of depth perception. However, the main effect of animation showed statistically significant differences in users' attention, vividness, perceived intrusiveness, avoidance tendency, and flow. This study presents design elements that can be utilized in the production of virtual environment-based Out-Of-Home advertising and experimentally demonstrates that animation effects can serve as an effective means of emphasis in virtual environment advertising. These findings provide important insights for the creation and strategic planning of advertisements in virtual environments.