친숙한 브랜드 상황에서의 광고반응변인들 사이의 구조적 관계에 관한 연구
A Study of Structural Relationships Among Advertising Response Variables Under the Familiar Br& Condition
The purpose of this study is to investigate the structural relation?hips among advertising response variables under the familiar brand condition. Besides brand belief (Bb), attitude toward the ad (Aad), and brand attitude (Ab), prior brand attitude (Pab) which was already stored in consumers" memory prior to exposed to a stimuli ad was added to build a structural model for this experiment of the familiar brand condition. The eight hypotheses were established for this study, which can be broadly classified into 2 categories. The first one is about the difference of structural relationships between on the familiar and unfamiliar condition. The second one is about the effects of product involvement and product expert knowledge on building the structural relationships among Pab, Bb, Aad, and Ab. According to the results, compared to the unfamiliar condition, the role of brand belief in the formation of (new) brand attitude increased in the familiar condition. On the other hand, the influence of attitude toward the ad on the brand formation decreased in the familiar condition compared with the unfamiliar condition. As expected, prior brand attitude and ad attitude influenced brand attitude more strongly than brand belief in the rest of conditions except the high-involve?ent and high-knowledge condition. It was also found that prior brand attitude and ad attitude supplement each other in building brand attitude.
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