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(The) impact of brand-event fit in virtual advertising on viewers' attitude toward the sponsor brand
가상광고의 브랜드-이벤트 적합성이 스폰서 브랜드에 대한 시청자의 태도에 미치는 영향

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Authors
박상철
Advisor
김재일
Major
경영대학 경영학과
Issue Date
2016-08
Publisher
서울대학교 대학원
Keywords
Brand AttitudePerceived FitSuspenseVirtual AdvertisingAudience Confusion
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영학과 경영학전공, 2016. 8. 김재일.
Abstract
When virtual advertising is inserted into sport broadcast, viewers are exposed to two factors simultaneously: (1) a sports match, and (2) a sponsor brand included in virtual advertising. The purpose of the present thesis is to study the impact of perceived fit between these two factors on viewers attitude toward the sponsor brand. Audience confusion is proposed as a mediator and event suspense as a moderator. The results showed that perceived fit relates positively to viewers attitude toward the sponsor brand, and that audience confusion partially mediates the relationship. However, contrary to my hypothesis, not only had event suspense no direct effect on viewers attitude toward the sponsor brand, but it also did not interact with perceived fit.
Language
English
URI
https://hdl.handle.net/10371/124675
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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