The Effects of Advertising on Ad Attitude, Brand Attitude and Purchase Intention

Park, Soo Hyun; Chong，Yu-kyeong

Journal of Tourism Sciences

Abbr : JTS
2013, 37(3), pp.59-82
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Park, Soo Hyun ¹, Chong，Yu-kyeong ²

¹장안대학교
²세종대학교

ABSTRACT

This study investigated the advertising effectiveness focused on TV commercial with contents and celebrities’ advertising attributes. A questionnaire method was implemented replying after watching two different brands of TV commercials containing contents and celebrities' advertising attributes to two groups of to university students who are aware of those brands. The results showed that informativeness, entertainment had statistically significant effects on ad attitude(AA) and brand attitude(BA), but irritation did not show any influence. As for trustworthiness and expertise, influenced statistical significance on AA. Expertise and attractiveness influenced statistical significance on BA. Next, AA made a positive impact on BA. Lastly, contents’ advertising attributes of AA did not influence any statistical significance on purchase intention(PI), but BA for contents’ advertising attributes had statistically significant effects on PI. It revealed that AA and BA for celebrities’ advertising attributes had significant effect on PI. The consequence of this study offers to plan various kinds of new advertising in foodservice business.
KEYWORDS

Contents’ advertising attributes, Celebrities’ advertising attributes, Ad attitude, Brand attitude, Purchase intention
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