연예인 광고모델속성이 광고태도, 기업 명성 및 신뢰에 미치는 영향 = 뚜레쥬르와 배스킨라빈스의 크리스마스 케이크 광고를 중심으로

다국어 초록 (Multilingual Abstract)

This study is to make an empirical analysis of star marketing used as the means of sales promotion for Christmas cakes regardless of high advertising costs, by understanding the influence of attributes of celebrity advertising models for advertisements of bakery companies over the 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 x2=313.294(df=218, p<0.001). First, model credibility and model attractiveness of advertising models had a positive(+) influence on advertising attitude. Second, advertising attitude had a positive(+) influence on corporation reputation and reliability. Third, corporate reputation also had a positive(+) influence on corporate reliability.