PPL 속성이 PPL 태도와 브랜드 이미지에 미치는 영향 = 커피 전문점 PPL을 중심으로

다국어 초록 (Multilingual Abstract)

Looking at the recent drama involved in the production received support from various companies can easily find a look to place the products in this drama. As business environment is intense in the coffee industry, coffee shop brand use product place(PPL) as marketing strategy. While PPL was widely used in the most of soap operas, this study aims to analyze the influence of the attributes of PPL on attitude and brand image. In this study, authors chose positive side, negative side, information usefulness PPL necessity as the antecedents of PPL attitude, brand image. In order to analyze the effects of PPL, authors chose two drama which was release around the same time but one was enjoying high viewers rating the other was not. The questionnaire was distributed to 192 high viewers ratings, the ratings were low viewer group has distributed 177 questionnaires. Removal of a questionnaire is determined that the dishonest, which was used a total of 344 parts in the final analysis. The result of the study as followed. First, positive side(0.540), negative side(-0.089) and information usefulness(0.318) had an influence on PPL attitude but PPL necessity(0.059) did not. Second, brand image was influenced by PPL attitude(0.611). The implications revealed in this study would help establish strategies to enhance brand image using PPL on drama.