포용성 광고에서 장애인 모델의 참신성과 의미 있음이 브랜드 구매의도에 미치는 영향 = The Effects of Ad Novelty and Meaningfulness in Inclusive Advertising Featuring Disability Models on Brand Purchase Intention

다국어 초록 (Multilingual Abstract)

This study aims to investigate how consumers' perceived novelty and meaningfulness in inclusive advertising featuring models with disabilities influence brand purchase intention, and to identify the mediating role of brand coolness in this relationship. To this end, an online survey was conducted among 299 native English-speaking consumers. Structural Equation Modeling (SEM) analysis revealed that both advertising novelty and meaningfulness have a significant positive effect on brand coolness. Furthermore, brand coolness was found to increase brand purchase intention. These findings suggest that when inclusive advertising featuring models with disabilities is perceived as a novel and meaningful communication, consumers evaluate the brand as cooler, which ultimately leads to purchase intention. This study holds academic and practical significance by systematically demonstrating the importance of novelty and meaningfulness in inclusive advertising and proposing brand coolness as a key mediating factor linking inclusive advertising to consumer behavior.