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The Influence of Korean and Chinese Customers Perception about Product Placement inserted into Korean TV Dramas on Brand Image and Purchase Intention - Focusing on the Foodservice Industry -
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한국 드라마에 등장하는 PPL에 대한 인식이 한국과 중국 소비자의 브랜드이미지와 구매의도에 미치는 영향 : 외식업체를 중심으로

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Type
Academic journal
Author
Langun Jang (충남대학교) Donghee Hwang (충남대학교) Min-Sun Jeon (충남대학교)
Journal
Culinary Society of Korea Culinary Science & Hospitality Research Vol.21 No.4 KCI Accredited Journals
Published
2015.8
Pages
309 - 324 (16page)

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The Influence of Korean and Chinese Customers Perception about Product Placement inserted into Korean TV Dramas on Brand Image and Purchase Intention - Focusing on the Foodservice Industry -
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The foodservice industry is applying new marketing strategies, and advertisements are the best way to convey their distinctive brand images. The foodservice companies have been choosing a type of advertising called Product Placement(PPL) because it is unconsciously shown more often than other types of advertisements while customers are watching a movie or TV drama. Therefore, the aims of this research were to investigate the influence of the customers’ perception of PPL inserted into TV dramas on brand image and purchasing intention. Additionally, present study performed to identify the differences between Korean and Chinese customers. For the survey, the study used both offline and online sampling methods, and the analyzed data was from 150 Korean and 150 Chinese respondents. As results, the more respondents were positive and familiar about PPL, the higher the brand image and purchasing intention. Chinese consumers had positive perception of PPL, which positively influenced the brand image and purchasing intention while Korean consumers’ ethical awareness about PPL had a negative influence. Therefore, the Korean foodservice industry needs to differentiate the strategies for the PPL marketing between the Korean and Chinese market.
#product placement #perception #band image #purchasing intention #Korean customers #Chinese customers #PPL #브랜드이미지 #구매의도 #중국소비자

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법
Ⅳ. 결과 및 고찰
Ⅴ. 결론 및 제언
한글 초록
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UCI(KEPA) : I410-ECN-0101-2016-594-001916690