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The Effects of Star Advertisement Model Attributeson Brand Image, Purchase Intention and Word-of-Mouth Intention: Focusing on Consumers of a Food Service Company

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(8), pp.319-342
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Yoo,Young-Jin 1

1대구가톨릭대학교

Accredited

ABSTRACT

The purpose of this study is to examine the effects of star advertisement model attributes on brand image, purchase intention and word-of-mouth intention. Collected data were statistically analyzed using the package programs of SPSS 20.0 for Windows and LISREL 8.8, after the process of data coding. Frequency analysis, confidence analysis, exploratory factor analysis, confirmatory factor analysis and structural equation model(SEM) analysis were performed. The summary of this study is as follows: First, star advertisement model attributes have significant effects on brand image. Second, brand images have significant effects on purchase intention. Third, brand images have significant effects on word-of-mouth intention. Finally, star advertisement model attributes have effects indirectly on purchase intention and word-of-mouth intention through brand image. The results imply that star advertisement model attributes improve the brand image and increase the purchase intention and word-of-mouth intention which are effects of advertisement.

Citation status

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