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스포츠스타의 휴먼브랜드가 구매의도에 미치는 영향 연구 -고관여, 저관여 제품 비교-
Author
신용선, 서영욱
Journal Title
한국콘텐츠학회 논문지
Publication Year
2022
Topics
Summary
This study analyzed the impact of sports stars’ human brands on consumers’ purchase intention according to product involvement. The results showed that human brand attractiveness positively affected brand attachment in low-involvement products, while uniqueness and intimacy positively affected brand attachment in high-involvement products. These findings can be utilized in selecting advertising models based on the involvement characteristics of advertised products.
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