부정적 퍼블리시티가 광고효과에 미치는 영향

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경
• 1) 정확성 동기 vs. 방어적 동기
• 2) 지속적 관여도 와 브랜드 애착도
• 3) 부정적 퍼블리시티가 광고효과에 미치는 직접적 영향
• 4) 전이효과
• 3. 가설
• 1) 제품속성의 인식과 전이효과
• 2) 태도 변화
• 4. 연구방법
• 1) 실험설계 및 피험자
• 2) 사전조사
• 3) 실험자극 및 광고구성
• 4) 실험절차
• 5) 측정도구
• 6) 조작점검 과 혼입효과 점검
• 5. 연구결과
• 1) 부정적 퍼블리시티가 제품속성 인식에 미치는 효과
• 2) 부정적 퍼블리시티가 제품태도에 미치는 효과
• 6. 결론 및 논의
• 참고문헌
• ABSTRACT

참고문헌 (Reference)

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