기업광고와 제품광고의 통합모델에 따른 효과 경로 = A Study on Significant Path of Integrated Model of Corporate Advertising and Product Advertising

국문 초록 (Abstract)

본 연구는 이제까지 기업광고와 제품광고를 각각 분리하여 연구해오던 관점에서 벗어나 통합마케팅 커뮤니케이션관점에서 기업광고와 제품광고를 통합한 통합모형을 구축하고 검증하여 통합모형이 의미있는 지를 밝혀내고, 기업광고와 제품광고가 일치한 경우와 불일치한 경우 광고효과 차이가 있는 지를 검증함으로써 기업광고와 제품광고의 통합적 집행이 의미가 있는 지를 규명할 목적으로 수행되었다.
연구결과 기업광고와 제품광고를 통합한 통합모형은 통계적으로 유의했으며 1) 제품광고태도 - 상표신념 - 상표태도 - 구매의도의 경로는 유의한 것으로 나타났고, 2) 기업광고태도 - 상표태도 - 구매의도는 유의하지 않은 것으로 분석되었으며, 3) 기업광고태도가 제품광고태도에 미치는 경로와 기업광고태도가 기업이미지에 이르는 경로는 유의하였으나 제품광고태도가 기업이미지에 이르는 경로는 유의하지 않은 것으로 나타났고, 4) 기업이미지 - 상표신념 - 상표태도 - 구매의도의 경로는 유의한 것으로 나타났다. 그리고 기업광고와 제품광고가 어떤 주제나 컨셉으로 일치하는 경우가 불일치하는 경우보다 제품광고태도, 기업이미지, 상표신념, 상표태도, 구매의도에서 높은 효과가 있음을 보였다. 또한 기업광고와 제품광고를 통합한 통합모형이 기업광고와 제품광고가 일치하는 경우에 보다 유의한 경로가 많아져 기업광고와 제품광고를 통합한 광고집행을 하되 기업광고와 제품광고를 일치시키는 것이 매우 중요함을 보여주었다.

다국어 초록 (Multilingual Abstract)

The objective of this study is to show whether integrated model of corporate advertising and product advertising is significant or not, and to test hypothesis that the congruent situation of corporate advertising and product advertising is higher than the incongruent situation of corporate advertising and product advertising in advertising effects if integrated model is significant.
The results of research show that the integrated model of corporate advertising and product advertising is significant statistically. And there is some significant path, 1) attitude toward product advertising - brand belief - attitude toward brand - purchase intention, 2) attitude toward corporate advertising - attitude toward product advertising and attitude toward corporate advertising - corporate image, 3) corporate image - brand belief - attitude toward brand - purchase intention. Also the congruent situation of corporate advertising and product advertising is higher than the incongruent situation of corporate advertising and product advertising in product advertising, brand belief, attitude toward brand, purchase intention respectively. Therefore these research results mean that to make congruence of both advertising is important when advertising manager execute corporate adversing and product advertising together.

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