상표 성격과 광고모델 이미지의 일치성이 광고 및 상표 선호도에 미치는 영향

목차 (Table of Contents)

• 1. 서론
• 2. 이론적 배경
• 1) 상표성격
• 2) 광고모델
• 3) 제품/상표와 광고모델간의 일치성
• 4) 가설
• 3. 연구 방법
• 1) 사전조사
• 2) 연구대상
• 3) 실험조건
• 4) 실험자극
• 5) 측정도구
• 6) 연구절차
• 4. 연구 결과
• 1) 상표성격과 광고모델이미지간의 일치유무에 따른 광고 및 상표선호도
• 2) 추가분석
• 5. 논의
• 참고문헌
• 영문초록

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