본 연구는 브랜드 의인화가 광고 설득 효과에 미치는 영향이 브랜드 의인화 광고가 노출되는 맥락에 따라 다르게 나타날 수 있다는 가설을 검증하고자 설계되었다. 구체적으로 실험을 통해 ...
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https://www.riss.kr/link?id=A105915870
2018
Korean
Humanizing brand ; Web-site ; Context congruency ; Advertising ; 브랜드 의인화 ; 웹사이트 ; 맥락 일치성 ; 광고
KCI등재
학술저널
505-526(22쪽)
3
0
상세조회0
다운로드국문 초록 (Abstract)
본 연구는 브랜드 의인화가 광고 설득 효과에 미치는 영향이 브랜드 의인화 광고가 노출되는 맥락에 따라 다르게 나타날 수 있다는 가설을 검증하고자 설계되었다. 구체적으로 실험을 통해 ...
본 연구는 브랜드 의인화가 광고 설득 효과에 미치는 영향이 브랜드 의인화 광고가 노출되는 맥락에 따라 다르게 나타날 수 있다는 가설을 검증하고자 설계되었다. 구체적으로 실험을 통해 웹사이트 상 브랜드 의인화 광고의 광고 설득 효과를 웹사이트 유형에 따라 비교 분석하였다. 실험 결과, 사회적 성격의 소셜 네트워크 사이트(SNS)에서는 브랜드 의인화 광고의 설득 효과가 비의인화 광고의 설득 효과에 비해 긍정적으로 나타났다. 이러한 효과는 브랜드 의인화 광고가 브랜드 외형 조작을 통해 의인화 되었을 때보다 외형과 움직임이 함께 조작되었을 때 더 크게 나타났다. 반면에 상업적 성격의 온라인 쇼핑 사이트에서는 브랜드 의인화에 따른 설득 효과가 나타나지 않았다. 본 연구는 브랜드 의인화의 광고 설득 효과가 긍정적으로 나타나기 위해선 광고 맥락을 고려해야 한다는 사실을 밝힘으로써, 기존 브랜드 의인화 연구들의 결과를 확장했다는 학문적 의의와 웹사이트 유형별 효과적인 광고 전략 제시라는 실무적 의의를 동시에 제시하였다.
다국어 초록 (Multilingual Abstract)
Humanizing brand makes consumers enter into social relationship, such as a friend or a lover with the brand, not just a seller. It positively affects consumers' evaluation of the brand. The present research designed to test the hypothesis that the eff...
Humanizing brand makes consumers enter into social relationship, such as a friend or a lover with the brand, not just a seller. It positively affects consumers' evaluation of the brand. The present research designed to test the hypothesis that the effects of humanizing brand on advertising persuasion may vary depending on the context in which the advertising is exposed. To be more specific, this research aimed to compare the advertising persuasive effect of the humanizing brand depending on types of web-sites. The results of this research showed that the persuasion effect of the humanizing brand advertising was more positive than the non-humanizing brand advertising in the social network site (SNS). On the other hand, the non-humanizing brand advertising was more effective than the humanizing brand advertising in the online shopping site. This effect was powerful when the appearance and movement were simultaneously manipulated to humanize the brand than only manipulated the appearance. This research suggested that it is necessary to consider advertising context in order to demonstrate positive effect of the humanizing brand, so that it implied the academic finding of expanding the results of existing the humanizing brand studies. And also, it also had practical significance of presenting effective advertising strategy for each type of web-site.
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미래예측을 통한 시간지각이 개인연금 가입의도에 미치는 효과
평가모드가 CSR활동 기업의 제품 구매의도에 미치는 영향: 죽음 현저성의 조절효과를 중심으로
SNS의 문제적 이용이 심리적 안녕감에 미치는 영향: 과시적 자기표현의 조절효과를 중심으로
시간 간격 제시 방식과 수단 간 유사성 수준이 장기적 목표 행동에 미치는 효과 -해석 수준 이론을 중심으로-
학술지 이력
연월일 | 이력구분 | 이력상세 | 등재구분 |
---|---|---|---|
2027 | 평가예정 | 재인증평가 신청대상 (재인증) | |
2021-01-01 | 평가 | 등재학술지 유지 (재인증) | |
2018-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2015-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2011-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2009-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2006-01-01 | 평가 | 등재학술지 선정 (등재후보2차) | |
2005-05-30 | 학술지명변경 | 한글명 : 한국심리학회지: 소비자/광고 -> 한국심리학회지: 소비자·광고 | |
2005-01-01 | 평가 | 등재후보 1차 PASS (등재후보1차) | |
2003-01-01 | 평가 | 등재후보학술지 선정 (신규평가) |
학술지 인용정보
기준연도 | WOS-KCI 통합IF(2년) | KCIF(2년) | KCIF(3년) |
---|---|---|---|
2016 | 1.23 | 1.23 | 1.38 |
KCIF(4년) | KCIF(5년) | 중심성지수(3년) | 즉시성지수 |
1.28 | 1.35 | 2.111 | 0.15 |