[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 브랜드 네임과 브랜드 심벌의 일치성이 미치는 광고 효과

Abstract

The effect of advertising on the accordance of brand names brand symbols : Focusing on service products with high and low levels of involvement

Chung, Man Soo, Ph.D.
Professor
Dept. of PR & Advertising
Sookmyung Women's University

Yoon, Hee Sook, Ph.D.
Professor on Invitation
Dept. of PR & Advertising
Sookmyung Women's University

Ahn, Su Bin
M.A. in Graduate School
Sookmyung Women's University

 

Recently, studies on brand symbols have mainly used real brands or focused on type products. But there have not been paid attention on the accordance of brand names  brand symbol in consideration of customers' information processing levels. Therefore, this research studied the accordance of brand names brand symbols about service products and customers' information processing levels as independent variables, and analyzed the effects of advertising related to the differences in the factors while using experimental methods.

The results of this study supported Hypothesis 1, which under circumstances where higher levels of involvement are required, there would be no significant differences in the effects of advertising responses due to accordance because customers tend to process information systematically central cues such as concrete information about particular services, rather than peripheral cues such as brand symbols. Hypothesis 2 was also supported by the results of this study.

In case of low involvement circumstances, customers' information processing is conducted positively when brand names and symbols are congruent. Thus, there were significant effects of advertising responses in accordant condition. Following conclusions can  drawn from this study. In case of product advertising of low involvement, the accordance of brand names symbols can have a positive impact on customers' attitude toward advertising, symbols and their intention to purchase specific products. So it is helpful to make symbols accord to their brand names when products require low involvement in behalf of target audience. This will be a good way to increase brand assets by way of establishing good brand components.

 

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* Key Word : brand name, brand symbol, involvement, information process, accordant effect