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공익유형과 메시지유형이 공익연계 광고의 효과에 미치는 영향에 관한 연구 원문보기

  • 저자

    이지행

  • 학위수여기관

    한국외국어대학교 대학원

  • 학위구분

    국내석사

  • 학과

    경영학과

  • 지도교수

    채명수

  • 발행년도

    2014

  • 총페이지

    79 p

  • 키워드

    공익연계광고 공익연계마케팅 해석수준이론;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13538804&outLink=K  

  • 초록

    Study on the effect of types of causes and types of messages on the cause-related marketing (CRM) : Focusing on the construal level theory (CLT) This study is designed to verify what kinds of effects the types of causes selected for the cause related marketing and the types of messages used for the cause related marketing make on the attitude toward the cause related marketing, the attitude toward products and the purchasing intention of the consumers. For this, the test of 2 (type of causes: on-going cause/disaster) * (types of messages: feasibility/desirability) was designed between groups. The findings of the study showed that the types of causes and the types of messages significantly affect the attitude toward the cause related marketing, the attitude toward products and the purchasing intention. In addition, it was found out that when the on-going cause was selected for the cause related marketing, and the desirable message was used for the cause related advertising, the effects on the attitude toward the cause related marketing, the attitude toward products and the purchasing intention of the consumers were more positive than when the feasible message was used. On the other hand, it was found out that if the type of disaster was selected for the cause related marketing, and the feasible message was used for the cause related advertising, the effects on the attitude toward the cause related marketing, and the attitude toward products of the consumers were more positive than when the desirable message was used. But no significant difference was found on its effect on the purchasing intention. The construal level theory (CLT) argues that if the temporal distance to an event gets closer, the feasible message makes the positive effect on the consumer's attitude while if the temporal distance to an event gets farther, the desirable message makes the more positive effect on the consumer's attitude. Research Hypothesis 1 checked the consumer's temporal distance toward the types of cause, where it showed the significant difference between type of on-going cause (M=4.46) and type of disaster (M=3.27). Accordingly, in this study, it is estimated that the difference in the effect of marketing depending on the types of cause and types of messages are caused by the consumer's temporal distance toward the type of cause selected.


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