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연예인 광고모델속성이 광고태도, 기업 명성 및 신뢰에 미치는 영향 : 뚜레쥬르와 배스킨라빈스의 크리스마스 케이크 광고를 중심으로
Author
서경화, 이수범, 안혜령, 이광석
Journal Title
Culinary Science & Hospitality Research
Publication Year
2011
Topics
Summary
This study empirically analyzed the influence of celebrity advertising model attributes on advertising attitude, corporate reputation, and reliability in bakery company advertisements during the Christmas season. The results showed that the credibility and attractiveness of the advertising model positively influenced advertising attitude, which in turn positively influenced corporate reputation and reliability.
Journal Influence
[Culinary Science & Hospitality Research]
- KCI
- 1.73
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