Browse

(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

DC Field Value Language
dc.contributor.advisor김재일-
dc.contributor.author박상철-
dc.date.accessioned2017-07-14T05:19:49Z-
dc.date.available2017-07-14T05:19:49Z-
dc.date.issued2016-08-
dc.identifier.other000000136400-
dc.identifier.urihttps://hdl.handle.net/10371/124675-
dc.description학위논문 (석사)-- 서울대학교 대학원 : 경영학과 경영학전공, 2016. 8. 김재일.-
dc.description.abstractWhen 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.-
dc.description.tableofcontents1.Introduction 1
1.1 Research Background and Purpose 1

2. Main Concepts and Hypotheses Development 3
2.1 Definitions and Features of Virtual Advertising 3
2.2 Brand-Event Fit in Virtual Advertising 4
2.3 Audience Confusion 7
2.4 Event Suspense 10

3. Conceptual Framework and Hypotheses 13
3.1 Conceptual Framework and Hypotheses 13

4. Methods and Results 14
4.1 Pretest 14
4.2 Participants and Research Design 19
4.3 Procedures 20
4.4 Result 24
4.5 Discussion 28

5. Conclusion 30

6. References 34

7. Appendix 42

국문 초록 43
-
dc.formatapplication/pdf-
dc.format.extent1176670 bytes-
dc.format.mediumapplication/pdf-
dc.language.isoen-
dc.publisher서울대학교 대학원-
dc.subjectBrand Attitude-
dc.subjectPerceived Fit-
dc.subjectSuspense-
dc.subjectVirtual Advertising-
dc.subjectAudience Confusion-
dc.subject.ddc658-
dc.title(The) impact of brand-event fit in virtual advertising on viewers' attitude toward the sponsor brand-
dc.title.alternative가상광고의 브랜드-이벤트 적합성이 스폰서 브랜드에 대한 시청자의 태도에 미치는 영향-
dc.typeThesis-
dc.contributor.AlternativeAuthorSangChul, Park-
dc.description.degreeMaster-
dc.citation.pages44-
dc.contributor.affiliation경영대학 경영학과-
dc.date.awarded2016-08-
Appears in Collections:
College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
Files in This Item:
  • mendeley

Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.

Browse