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The Influence of Consumer`s Knowledge Structure and Scarcity Message on the Effects of Brand Alliance Advertising
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소비자 지식체계와 희소성 메시지가 브랜드 제휴 광고 효과에 미치는 영향

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Type
Academic journal
Author
Journal
Korean Association for Advertising and Public Relations Advertising Research No.94 KCI Accredited Journals
Published
2012.9
Pages
39 - 69 (31page)

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The Influence of Consumer`s Knowledge Structure and Scarcity Message on the Effects of Brand Alliance Advertising
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The purpose of this study is to examine the influence of consumer`s knowledge structure and scarcity message on the effect of brand alliance advertising. Based on the persuasion knowledge model by Friestad and Wright (1994), whether topic knowledge, agent knowledge and persuasion knowledge of consumers affect the effect of brand alliance advertising, and whether these knowledge structures have interaction effects with scarcity message within the ad were investigated. The result is as follows. First, topic knowledge significantly affects the effect of brand alliance ad and, except brand attitude, interaction effects between topic knowledge and ad attitude/purchase intention, were significant. Second, persuasion knowledge significantly affects the effect of brand alliance ad and interaction effects between persuasion knowledge and ad attitude/brand attitude/purchase intention, were significant. In the case of agent knowledge, however, its influence was significant only in brand attitude and no interaction effects were found between them.
#브랜드 제휴 설득지식모델 소비자 지식 체계 희소성 메시지 광고효과 brand alliance persuasion

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김재휘, 부수현. 희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과. 한국심리학회지: 소비자·광고. 2007 google schola 김현경, 이문규. 브랜드 제휴의 유형에 따른 소비자 평가. 경영학연구. 2003 dbpia 전성률, 주태욱, 오진욱. 요소 브랜딩을 이용한 확장전략의 효과에 관한 연구. 마케팅연구. 2010 dbpia 전홍식, 부이응옥중. 소비자 혁신 저항, 사전지식 및 광고유형이 광고태도와 구매의도에 미치는 영향. 한국심리학회지: 소비자·광고. 2011 google schola 주태욱, 김세연. 주된 브랜드의 시장지위에 따른 성분형 브랜드 제휴가 소비자 태도 변화에 미치는 영향. 마케팅연구. 2008 dbpia

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