기호품 기업광고의 효과과정에서 메시지 유형 및 브랜드 변인의 역할에 관한 연구

초록

This study aimed to reveal the relationship of brand-related variables in the process of advertising effect of 'goods-of-preference' corporate advertisements. An experiment was conducted with two corporate experimental advertisements; a cigarette company an alcoholic liquor company. Messages of advertisements were manipulated according to two message types: cause-related type and product-related type. The results are as follows. First, corporate advertisement had positive impact on corporate image, but it had negative impact on attitudes towards smoking/drinking. Second, a path analysis with brand equity and attitude toward brand(Ab) showed that attitude toward advertising(Aad) did not have a direct effect on purchase intention, but it had statistically significant impact on purchase intention through mediator variables such as brand equity, Ab, Attitude toward smoking/drinking, smoking/drinking Intention. With respect to the influence of message types(cause-related/product- related), brand equity had a direct effect on smoking/drinking intention on product-related message condition, but no statistically significant impact was found on cause-related message condition. These results imply consumers' attitudes toward a brand can influence purchase intention when the brand belongs to goods of preference, while brand equity, with related to advertising message types, can have significant influence only when the advertising messages are product- related.

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