민족동일시가 기업쟁점광고에 미치는 효과 : 소수민족의 관점에서

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경 및 가설
• 1) 기업쟁점광고(Corporate Advocacy Advertising: CAA)
• 2) 광고모델과 문화적 단서 그리고민족동일시가 인지반응에 미치는 영향
• 3) 광고모델과 문화적 단서 그리고 민족동일시가 기업의 사회적 책임에 대한 인식과 구매의도에 미치는 영향
• 3. 연구방법
• 1) 실험설계 및 피험자
• 2) 사전조사
• 3) 실험절차
• 4) 실험자극 및 광고구성
• 5) 측정도구
• 4. 연구결과
• 1) 기본통계
• 2) 가설검증
• 5. 결론 및 논의
• 참고문헌
• [부록] 실험 광고물
• Abstract

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