스타 광고모델 속성이 브랜드 이미지, 구매의도 및 구전의도에 미치는 영향

The Effects of Star Advertisement Model Attributes on Brand Image, Purchase Intention and Word-of-Mouth Intention: Focusing on Consumers of a Food Service Company

The purpose of this study is to examine the effects of star advertisement model attributes on brand image, purchase intention and word-of-mouth intention. Collected data were statistically analyzed using the package programs of SPSS 20.0 for Windows and LISREL 8.8, after the process of data coding. Frequency analysis, confidence analysis, exploratory factor analysis, confirmatory factor analysis and structural equation model(SEM) analysis were performed. The summary of this study is as follows: First, star advertisement model attributes have significant effects on brand image. Second, brand images have significant effects on purchase intention. Third, brand images have significant effects on word-of-mouth intention. Finally, star advertisement model attributes have effects indirectly on purchase intention and word-of-mouth intention through brand image. The results imply that star advertisement model attributes improve the brand image and increase the purchase intention and word-of-mouth intention which are effects of advertisement.