런던올림픽 애국심마케팅 광고의 설득의도성이 소비자 감정 및 기업이미지에 미치는 영향

Abstract

The purpose of this study was to verify the influences of persuasion attempt toward patriotic marketing advertisement on consumer emotion and corporate image. The study conducted a research survey through convenient sampling method after selecting 4 universities in Seoul, Gyunggi, and Chungnam in Korea. 370 questionnaires distributed and 346 were selected as final valid sample by removing 24 questionnaires that have insufficient answers. Then data were analyzed through exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS Windows ver. 18.0. The results were as followings. First, contribution, familiarity, and veracity dimensions of persuasion attempt toward patriotic marketing have a positive effect on positive emotion. Second, familiarity and identification dimensions of persuasion attempt toward patriotic marketing have an influence on negative emotion. Third, identification, contribution, and familiarity dimensions of persuasion attempt toward patriotic marketing have a positive effect on corporate image.