개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
논문을 무제한 열람 이용할 수 있어요.
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
The purpose of this study was to analyze the effects of PPL on the hotel image in terms of context types(exposure of positive or econtext), frequency of exposure(once of twice). For this purpose, relevant literature was reviewed to set the hypotheses for the study. The collected data were analyzed using the techniques as reliability test and ANOVA. The results of this study can be summarized as follows; First, when hotel appeared as a background in PPL, the types of context affected consumers recognition of brand and their intention of purchase. What should be noted was the finding that as opposed to the hypothesis, the PPL in a negative context affected consumer's recognition of brand and their intention of purchase more than the PPL in a positive context. However, it was found that consumers preferences of hotels were not significantly affected by types of context. Second, there was found no significant difference of brand recognition, preference and intention of purchase between one-time exposure and two-time one. Third, there was found no significant effect of interaction in PPL among types of context, Frequency of exposure.
목차
등록된 정보가 없습니다.
참고문헌 (39)
참고문헌 신청
Aaker / 1992 / Aaker's Brand personality Scals : 249 ~ 253
Babin, Laurie. A / 1996 / Ciew's Recognition of Brands Placed within a Filim / International Journal of Advertising 15 : 140 ~ 151
Baker, Michael J. / 1995 / Product Placement Unpublished Working paper
Balasubramanian, S. K. / 1994 / Beyond advertising and publicity: Hybrid message and public policy issues / Journal of Advertising 23 (4)
Chen, Shelley L. / 2002 / High-Temperature Ampacity Models for overhead conductors / lEEE transactions on power delivery 17 (4) : 1136 ~ 1141
Babin, Laurie. A / 1996 / Ciew's Recognition of Brands Placed within a Filim / International Journal of Advertising 15 : 140 ~ 151
Baker, Michael J. / 1995 / Product Placement Unpublished Working paper
Balasubramanian, S. K. / 1994 / Beyond advertising and publicity: Hybrid message and public policy issues / Journal of Advertising 23 (4)
Chen, Shelley L. / 2002 / High-Temperature Ampacity Models for overhead conductors / lEEE transactions on power delivery 17 (4) : 1136 ~ 1141
이 논문의 저자 정보
최근 본 자료
댓글(0)
0