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학술저널

유명인에 대한 애착이 브랜드 몰입과 광고 태도에 미치는 영향

Effects of the Attachment for Celebrity on Brand Commitment and an Advertisement Attitude: Focusing on Mediating Effects of Parasocial Interaction

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As the individual media like SNS develops, it is the age when the influence of the public cultural circle or the celebrity in the society is enlarged over the time. This shows that as shown in the newly coined word called the Celeb-Economy, the celebrity’s right-foot shoot has a counseling. In the academic circles based on this periodicalb background, the investigation of the advertizing effect of the celebrity model is continuously made. However, in the above, the effect on the one-sided advertisement was progressed. The effect about the two-way communication with the celebrity is the insufficient actual condition. Thus, this research presented the external motive and psychological feeling distant and dependability as the influence factor of the attachment for the celebrity. The attachment for the consumer celebrity raised the correction social interaction with the consumer and celebrity and it tried to verify the effect that it meets the attitude of the advertisement and immersion. Data were collected against 155 students which took care of this research and which it commutes to Seoul’s one specific university and the external motive about the celebrity, psychological feeling distant, and dependability was exposed to have the analysis of actual proof an effect on the factor of one result attachment. The attachment for this celebrity was confirmed to raise the social interaction of giving with the consumer and reach the effect of the feeling (+) on the brand attitude and immersion. This research can find the importance since to it investigated the cause for the attachment for the celebrity and the consumer understood the Parasocial Interaction with the celebrity which oneself likes it intensified the immersion about the attitude of the advertisement and brand after the formation and provide the effective access method. In addition, since at the same time, the brand goods image promotion and sale can be strengthened, the advertisement doing the celebrity whose the public acceptance is strong with the model presents the relationship marketing necessity about the star marketing.

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설

Ⅳ. 연구 방법

Ⅴ. 실증 분석

Ⅵ. 결 론

참고문헌

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