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

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(3), pp.59-82
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Park, Soo Hyun 1 Chong,Yu-kyeong 2

1장안대학교
2세종대학교

Accredited

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.

Citation status

* References for papers published after 2022 are currently being built.