캐릭터와 향수성의 경로모형 검증: 감정과 행동반응 중재효과

목차 (Table of Contents)

• 1. 서론
• 2. 기존문헌 연구
• 1) 개인의 향수적 수준과 감정 영향
• 2) 광고 캐릭터의 이미지와 효과
• 3. 연구문제
• 4. 연구방법
• 1) 연구설계 및 피험자의 특성
• 2) 독립변수의 조작
• 3) 종속측정치
• 4) 실험절차
• 5) 분석방법
• 5. 연구결과
• 1) 상관관계 분석
• 2) 연구문제분석
• 6. 결론 및 논의
• 1) 연구결과 및 시사점
• 2) 연구의 한계 및 시사점
• 참고문헌
• 영문초록

참고문헌 (Reference)

1 이상빈, "환경관여도, 자기-감시 및 이성적/감성적 소구에 따른 그린 광고효과" 7 (7): 79-100, 1999

2 김대곤, "향수광고의 사회문화적 배경" 12-14, 1992

3 이영희, "향수광고의 기호학적 의미분석" 15-17, 1992

4 황병일, "향수광고의 감정특성에 관한 연구" 45 : 51-71, 1999

5 김충현, "이상화된 광고이미지의 비의도적인 효과" 33 : 9-34, 1996

6 조병량, "미래를 위한 과거의 판매" 6-11, 1992

7 김재영, "메시지처리관여와 제품관여에 따른 광고에 대한 태도의 중개효과" 한국언론학회 46 (46): 8-252, 2002

8 손수경, "국내 애니메이션 캐릭터 디자인에 관한 연구" 계명대학교 디자인 대학원 2001

9 광고전략 연구소, "광고대사전" 서울:나남 1986

10 Henke, L L, "Young children's perceptions of cigarette brand advertising symbols: Awareness, affect, and target market identification" 24 (24): 13-28, 1995

11 Davis, F, "Yearning for yesterday: A sociology of nostalga" New York:Free Press 1979

12 Langer, J, "What consumers wish brand managers knew" 37 (37): 60-65, 1997

13 Aaker, D A, "Warmth in advertising:Measurement, impact and sequence effects" 12 : 365-381, 1986

14 Unger, L S, "The use of nostalgia, in advertising:A content analysis" 68 : 345-353, 1991

15 Kelly, K J, "The use of human models and cartoon characters in magazine advertisements for cigarettes, beer, and nonalcoholic beverages" 19 (19): 189-200, 2000

16 Mizerski, R, "The relationship between cartoon trade character recognition and attitude toward product category in young children" 50 : 58-70, 1995

17 Folkes, V S, "The positivity effects in perceptions of services:Seen one, seen them all?" 30 (30): 125-137, 2003

18 Naughton, K, "The nostalgia boom: Why the old is new again" 23 : 58-64, 1998

19 Baron, K N, "The moderate-mediator variable distinction in social psychological research:Conceptual, strategic and statistical considerations" 51 : 1173-1182, 1986

20 리대룡, "TV커머셜의 향수소구 사용에 대한 연구" 24 : 61-95, 1994

21 백명진, "TV광고에서의 향수(nostalgia)사용에 관한 연구" 중앙대학교 대학원 1993

22 Spears, N E, "Symbolic role of animals in print advertising:Content analysis and conceptual development" 37 : 87-95, 1996

23 Bollen, K A, "Structural equations with latent variables" New York:Willey

24 Hertzog, C, "Stability and change in adult intelligence: Analysis of longitudinal covariance structures" 1 : 159-171, 1986

25 Garretson, J A, "Spokes-characters:Creating character trust and positive brand attitudes" 33 (33): 25-36, 2004

26 Cattell, R B, "Radical parcel factoring versus item factoring in defining personality structure in questionnaire: Theory and perimentalchecks" 26 : 103-119, 1974

27 Callcott, M F, "Observations: Elves make good cookies:Creating likable spokes-character advertising" 73-79, 1996

28 Havlena, W J, "Nostalgia:An esploratory study of themes and emotions in the nostalgic esperience" 19 : 380-287, 1991

29 Stern, B B, "Nostalgia in advertising text:Romancing the past" Provo, UT:Association for Consumer Research 19 : 338-389, 1992

30 Braun, K A, "Make my memory: How advertising can change our memories of the past" 19 (19): 1-23, 2002

31 Klein, S B, "Learning: Principles and applications" New York:McGraw-Hill 1991

32 정석원, "IMC등에 활용할 독창적 캐릭터 개발 시급" 244 : 40-46, 2001

33 March, H W, "Goodness-of-fit index in confirmatory factor analysis: The effect of sample size" 103 : 391-410, 1988

34 Holbrook, M B, "Echoes of the departed past: Some work in progress on nostalgia" 18 : 330-333, 1991

35 Phillips, B J, "Defining trade characters and their role in american popular culture" 29 (29): 143-158, 1996

36 Baker, S M, "Death by nostalgia:A diagnosis of context-specific cases." Provo. UT:Association for Consumer Research 21 : 169-174, 1994

37 Moriary, S, "Creative advertising:Theory and practice. 2nd ed" Englewood Cliffs, N. J.:Prentice-Hall 1991

38 Solomon, M R, "Consumer behavior:Buying, having, and being(3rd ed.)" Englewood Cliffs,NJ:Prentice Hall 1996

39 Rossiter, J R, "Conclusions from the ARF's copy research validity project" 34 : 19-32, 1994

40 Martindale, C, "Cognitive psychology: A neural-network approach" Pacific Grove,CA:Brooks/Cole 1991

41 Murray, J P, "Cognitive moderators of negative emotion effects:Implications for understanding media context" 22 : 439-447, 1995

42 Liang, J, "Appropriateness of composites in structural equation models" 45 : 252-259, 1990

43 Kamins, M A, "An investigation into the 'match-up' hypothesis in celebrity advertising: When beauty may be only skin deep" 19 (19): 4-13, 1990

44 Garretson, J A, "Alcoholic beverage sales promotion:An initial investigation of the role of warning messages and brand characters among consumers over and under the legal drinking age" 17 (17): 35-47, 1998

45 Holbrook, M B, "Age, Sex, and attitude toward the past as predictors of consumers; aesthetic taste for cultural products" 31 (31): 412-422, 1994

46 Neeley, S M, "Advertising spokes-character attributes and the use relationships. Proceedings of the 2000 Society of Consumer Psychology Conference" San Antonio,TX:Society of Consumer Psychology 94-99, 2000

47 Fox, R J, "Adolescents' attention to beer and cigarette print ads and associated product warnings" 27 (27): 57-68, 1998

48 Callcott, M F, "A content analysis of animation and animated spokes-characters in television commercials" 23 (23): 1-12, 1994

49 조미순, "'불황' 한파 녹이는 따뜻한 애니메이션의 힘" 269 : 164-165, 2003