연구논문(硏究論文) : 패션브랜드의 공익연계마케팅이 소비자 태도에 미치는 영향
분야
자연과학 > 가정
저자
박경아 ( Kyung A Park ) , 황선진 ( Sun Jin Hwang )
발행기관
한국패션비즈니스학회
간행물정보
패션비즈니스 2012년, 제16권 제5호, 130~145페이지(총16페이지)
파일형식
1k901204.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer`s propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)ⅹ2(consumer`s propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer`s propensity for data processing and types of advertising have statistically interaction effect on consumer`s preference. Second, rational appeals in advertising have no significant interaction effect on consumer`s preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer`s propensity for data processing, and the types of advertising have no significant interaction effect on consumer`s preference.
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