브랜드 확장시 브랜드 적합성과 스포츠 모델 적합성이 광고효과에 미치는 영향에 관한 연구

초록

Companies are using the known advertising model that plays an importantrole information in a manner to maximize the advertisement effect. But there is a problem that excessive exposure to such huge costs and duplicationappeared. In this regard, professional sport is activated as professionalism, reliability, and the situation ad showing sport star player with an attractive industry is attracting great popularity.Until now, the focus of the research was geared to verify the differences between sportsstars advertising and general advertising models. It is conformity to the suitability of a sportsstar and brand extension, this could look both at the same time. So felt the need for thisstudy. In this study, the suitability of brand extension and brand compliance during sports star model examined the impact on consumer attitudes (advertising attitude, brand attitude,purchase intention).The present study was an experimental tool to target the 250 people of various agesfrom 20 to 50 were taken in response to the questionnaire as a way to self-written expression.Experiments design that is 2 X 2 (between group), brands of suitability and appropriatenessSport models 2 (depending on suitability Brand: High / Low) × 2 (Sport models Conformity:High / Low) is designed as a between-group design.Result of research, brand compliance was found on a significant impact on advertising attitude, brand attitude, purchase purposes. It was found that on advertising attitude, brandattitude, purchase intention is all the more significant effect than the model suitability brandcompliance.Therefore, this study is important harmonization of product and model when companieswant to expand the brand, but a combination of products and brands suggests that it wouldbe considered more important.

키워드