패션브랜드 멀티채널 광고의 브랜드이미지 일치성이 광고효과에 미치는 영향

The Influence of Congruence between Fashion Brand Image and Advertising Image on Advertisement Effects in Multi-Channels

본 연구의 목적은 온/오프라인을 모두 병행하여 운영하고 있는 패션브랜드에서의 브랜드 이미지의 일치성과 매체에 따른 광고효과에 대해 연구하는 것이 목적이었으며, 그 결과를 살펴보면다음과 같다. 첫째, 패션브랜드 광고의 브랜드이미지 일치성에 따른 광고효과에서는 브랜드이미지가 일치하는 광고가 브랜드태도와 구매의도에 유의한 것으로 나타나 광고의 브랜드 일치성이브랜드태도와 구매의도에 영향을 주는 것을 알 수 있다. 하지만, 광고태도에서는 유의한 영향을주지 않은 것으로 나타났다. 둘째, 패션브랜드 광고의 매체별(무점포 인터넷 배너광고 vs 점포내 POP 광고) 광고효과에서는 유의한 결과가 나타나지 않았다. 전반적으로 온라인보다는 오프라인에서 광고 효과가 더 높은 것으로 나타났으며, 광고의 브랜드 이미지 일치성에 따라서는 광고이미지가 브랜드 이미지와 일치 할 경우 더 높은 광고 효과를 더 높은 것으로 나타났다.

The purpose of this study was to investigate which advertising types had a greater impact on advertising effectiveness, between congruence images and incongruence image. 311 female college students in Korea participated in a 2×2 between -subjects experiment. A fashion brand, 'Bean pole', was selected through the pretest, running both on-line and off-line channels. As the results, first, the image congruence advertising aroused consumers' brand attitudes and purchase intentions more than incongruence image. Second, each channel's advertising showed similar effectiveness between on-line and off-line channel. Third, the main effects of advertisement attitudes were significant in each channel. Forth, the ‘Bean pole' brand was more effective off-line than on-line. And the main effects of brand attitudes between images congruence and image incongruence. So the ‘Bean pole' brand was more effective with image congruence than image incongruence advertising. Fifth, significant interaction effect between types of images and shopping channels was identified. Finally, the main effects of purchase intention was identified for both image congruence and incongruence. A significant interaction effect between the types of images and shopping channels was also identified. These results imply that image congruence on fashion brands affects consumers' purchase intentions and brands attitudes.