본문 바로가기
  • 학술저널

표지

DBpia에서 서비스 중인 논문에 한하여 피인용 수가 반영됩니다. 내서재에 논문을 담은 이용자 수의 총합입니다.

초록·키워드 목차

This study aimed to investigate whether consumer’ evaluation of the company’ Mecenat activities had an impact on corporate image and ascertain whether self-brand image congruity mediates between the two attitudinal variables and advertising effectiveness. In consideration of the public nature of the corporate Mecenat activity, this study employed self-monitoring as a moderator between self-brand image congruity and corporate ad effectiveness.
The result of the study showed that firstly, consumer attitude toward Mecenat significantly affected corporate image. Secondly, self-brand congruity significantly mediated the corporate ad measured on image-based ad and product based ad. Particularly, it was shown that for both image ad and product ad, the Mecenat attitude exerted greater mediating impact than corporate image. Further, both Mecenat attitude and corporate image produced greater mediating effect on image ad than on product ad. Thirdly, self-monitoring exerted significant moderating effect on ad effectiveness. It was found that regardless of the extent of self-monitoring, self-brand image congruity yielded more positive moderating effect on image ad than on product ad. #Cultural marketing #Mecenat #Ad effectiveness #Self-Monitoring #Self-Brand Congruity

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 연구가설
Ⅲ. 연구 방법론
Ⅳ. 실증분석
Ⅴ. 결론, 시사점 및 한계점
참고문헌

저자의 논문

DBpia에서 서비스 중인 논문에 한하여 피인용 수가 반영됩니다.
논문의 정보가 복사되었습니다.
붙여넣기 하세요.