THE INFLUENCE ON SOCIAL RESPONSIBILTY IN ADVERTISING UPON BRAND ATTITUDE IN LUXURY PRODUCTS

So Young Heo,Kyung Hoon Kim,Juran Kim,NamHee Jin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.8

This study explores relationship between social responsibility in advertising and brand attitude in luxury products. This study investgates how psychological constructs of attitude towards advertising affect brand attitude and purchase intention of luxury brand consumer and how it can lead the sustainable development of luxury products. Consumers no longer purchase products only but depend on quality and price of product. With globalization and rapid growth, corporate social responsibility becomes important issue. And the advertising represents corporate image and management concept. More recently, and coinciding with some major corporate ethical disasters, many companies have been including sections on governance, ethical practice, and social responsibility (David S. Waller & Roman Lanis, 2009). According to David S. Waller & Roman Lanis (2009), Corporate social responsibility (CSR) disclosure has been the subject of substantial academic accounting research (Farook and Lanis 2005; Gray, Owen, and Maunders 1987). Advertising is one of the typical means that can represent a corporate image. As defined by Lutz (1985, p. 53), attitude toward advertising in general is “a learned predisposition to respond in a consistently favorable or unfavorable manner to advertising in general.” In his framework, Lutz viewed attitude toward advertising in general as being directly influenced by general perceptions of advertising (Srinivas Durvasula et al., 1993). Authors would like to study following issues in this research. (1) How perceived social responsibility influences Attitude toward advertising. (2) How fashion consumer behavior influences Attitude toward advertising. (3) How attitude toward advertising affects brand attitude and purchase intention. (4) How proximity plays a moderating role among perceived social responsibility, attitude toward advertising and brand attitude.

THE INFLUENCE ON SOCIAL RESPONSIBILTY IN ADVERTISING UPON BRAND ATTITUDE IN LUXURY PRODUCTS

So Young Heo,Kyung Hoon Kim,Juran Kim,NamHee Jin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This study explores relationship between social responsibility in advertising and brand attitude in luxury products. This study investgates how psychological constructs of attitude towards advertising affect brand attitude and purchase intention of luxury brand consumer and how it can lead the sustainable development of luxury products. Consumers no longer purchase products only but depend on quality and price of product. With globalization and rapid growth, corporate social responsibility becomes important issue. And the advertising represents corporate image and management concept. More recently, and coinciding with some major corporate ethical disasters, many companies have been including sections on governance, ethical practice, and social responsibility (David S. Waller & Roman Lanis, 2009). According to David S. Waller & Roman Lanis (2009), Corporate social responsibility (CSR) disclosure has been the subject of substantial academic accounting research (Farook and Lanis 2005; Gray, Owen, and Maunders 1987). Advertising is one of the typical means that can represent a corporate image. As defined by Lutz (1985, p. 53), attitude toward advertising in general is “a learned predisposition to respond in a consistently favorable or unfavorable manner to advertising in general.” In his framework, Lutz viewed attitude toward advertising in general as being directly influenced by general perceptions of advertising (Srinivas Durvasula et al., 1993). Authors would like to study following issues in this research. (1) How perceived social responsibility influences Attitude toward advertising. (2) How fashion consumer behavior influences Attitude toward advertising. (3) How attitude toward advertising affects brand attitude and purchase intention. (4) How proximity plays a moderating role among perceived social responsibility, attitude toward advertising and brand attitude.

한식 프랜차이즈 기업의 스토리텔링광고 속성지각이 광고태도와 브랜드태도, 구매의도에 미치는 영향

하태민,송종호 한국전략마케팅학회 2020 마케팅논집 Vol.28 No.4

본 연구는 한식 프렌차이즈 기업의 스토리텔링광고에 대한 속성을 소비자가 지각하는 정도(스토리텔링 광고 속성지각)가 광고태도, 브랜드태도, 구매의도에 미치는 영향을 분석하고, 스토리텔링광고의 속성 지각이 광고태도 및 브랜드태도에 미치는 영향을 음식관여도가 조절하는 측면을 분석하였다. 이를 위 해 먼저 선행연구를 검토하여 각 변수들의 내용과 변수간의 관계를 파악하고, 음식관여도의 조절작용 을 검토하였으며, 이들 관계를 토대로 가설을 설정하고 이를 실증적으로 검증하였다. 먼저 한식 프렌 차이즈 기업의 스토리텔리링 광고의 속성은 본 연구에서 몇 가지 차원으로 구성될 수 있는가를 검토 한 결과, 이해용이성, 관련성, 흥미성, 진실성, 차별성, 정보제공성 등의 6가지 차원으로 구성되어 있음 을 확인하였다. 그리고 가설검증을 통하여 소비자가 스토리텔링광고의 속성을 지각하고 있는 정도는 광고태도와 브랜드태도에 정의 영향을 미치고 있음을 발견하였다. 또한 광고태도는 브랜드태도에 정의 영향을 미치고 있으며, 구매의도에 직접적으로 정의 영향을 미치고 있음을 확인할 수 있었다. 따라서 광고태도가 구매의도에 미치는 직·간접 경로를 확인할 수 있었다. 브랜드태도는 구매의도에 정의 영향 을 미치고 있었으며, 광고태도보다 더욱 많은 영향을 미치고 있었다. 아울러 스토리텔링광고의 속성지 각이 광고태도와 브랜드태도에 미치는 영향은 음식관여도가 높은 집단과 음식관여도가 낮은 집단들 간에 차이가 없는 것을 확인할 수 있었다. 아울러 본 연구에서는 이러한 연구결과를 토대로 국내 한식 프랜차이즈 기업의 스토리텔링광고의 효과를 증대시키기 위한 전략적 시사점을 제공하였다. The purpose of this study is to investigate that the influence of the storytelling advertising on advertising attitude and brand attitude and purchase intention, and to investigate moderating effect of food involvement in korean food franchise restaurant. Theoretical research was performed and hypotheses was proposed. And empirical test was performed to find the influence of consumer’s perception about storytelling advertising, and to find moderating effects of food involvement. We tested hypothetical relationships and found evidence that the perception of storytelling advertising have significant effect on advertising attitude and brand attitude. And we found that advertising attitude are significantly effect on brand attitude, and advertising attitude and brand attitude effect on purchase intention. So the perception of storytelling advertising have significant effect on purchase intention through advertising attitude and brand attitude. But moderating effect of food involvement was not found between high involvement group and low involvement group. So there were no group differences related to the perception about storytelling advertising effect on advertising attitude, and the perception about storytelling advertising effect on brand attitude.

방송광고의 회피성 및 침입성에 따른 중간광고 태도가 방송사, 광고주 및 제품 태도 간의 구조적 관계에 미치는 영향 연구

김재영(Jae Young Kim),한광석(Kwang Seok Han) SBS 2010 미디어경제와 문화 Vol.8 No.1

본 연구의 목적은 지상파 중간광고의 효과적이고 효율적인 광고 전략을 도출하여 이러한 중간광고가 방송 광고의 회피성과 침입성에 따라 중간광고 태도 및 중간광고를 시행하고 집행하는 방송사, 광고주 및 제품태도에 어떠한 영향을 미치는지를 살펴보고자 하였다. 연구결과, 침입성과 회피성이 낮을수록 중간광고에 대한 태도가 긍정적이었으며, 회피성보다는 침입성이 낮을수록 중간광고에 대한 태도가 긍정적이었다. 또한 중간광고 태도는 중간광고를 시행하는 방송사와 이를 집행하는 광고주 및 제품태도에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 중간광고 태도가 방송사 태도와 광고주 태도 간에 미치는 영향력 차이를 분석한 결과, 중간광고 태도가 광고주 태도보다는 방송사 태도에 미치는 영향력이 보다 더 강력하였다. 또한 중간광고 태도가 방송사 태도와 제품 태도에 영향을 미치나 제품 태도보다는 방송사 태도에 미치는 영향력이 보다 강력한 것으로 나타났다. The purpose of this study was to research the effects, which in-program advertising was influencing over broadcaster, client and the attitude toward brand those are carrying out the attitude toward in-program ad and in-program advertising in accordance with commercial’s avoidance and intrusiveness, by inducing the effective and efficient strategy of the in -program advertising of terrestrial. As the result of research, the lower avoidance and intrusiveness were, the more positive the attitude toward in-program advertising was. Additionally, instead of the avoidance of air waves, the lower intrusiveness toward air waves was, the more positive the attitude toward in-program advertising was. And the attitude of in- program advertising was proved to influence positively over the broadcaster carrying out in-program advertising, and the client executing it and the attitude toward product. Specially, The attitude toward in-program advertising was proved to influence positively over the attitude toward broadcaster rather than the client or product executing in-program advertising. Lastly, hierarchical chi-square analysis was performed to analyze the difference of the attitude of in-program advertising"s influence between the attitude toward broadcaster and the attitude toward client, as the result of analysis, the attitude toward in-program advertising was proved to influence over the attitude toward broadcaster more strongly than the attitude toward client. However, though the attitude toward in-program advertising influenced over both the attitude toward broadcaster and the attitude toward product, but there was no difference between two attitudes.

IMAGE VIVIDNESS, IMAGE CONGRUITY AND THEIR INFLUENCES ON THE EFFECTIVENESS OF ECOTOURISM

Fang Liu,Chaozhi Zhang,Geoff Soutar 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Advertising is important for tourism and past research has demonstrated its cognitive, affective and behavioural effects on consumers (e.g., Vakratsas & Ambler, 1999). These effects are largely dependent on how well viewers process advertisements that contains different elements, such as image, description and slogan. Images are particularly important to tourism advertisements and most tourism advertisements include images of the advertised destination. This paper proposes a conceptual model which explores the influences of image vividness and image congruity on the effectiveness of ecotourism advertisements. The Meaning Transfer Model (e.g., McCracken, 1989) suggests an object’s meaning can be transferred through images. This model has been widely adopted in advertising because most advertisements contain images. Images are believed to help transfer the intended advertising meaning and intention of the advertiser (Shimp & Andrews 2013). Most previous advertising research has focused on meaning transfer through the use of celebrity endorsers (e.g., Campbell & Warren, 2012; Hanrahan & Liu, 2013) whilst limited studies have examined key factors that influence the success of a meaning transfer from an advertising image to the advertised brand . Image vividness is believed to be one of the important factors that can influence the success of a meaning transfer (Nisbett & Ross, 1980). However, findings from previous research on image vividness are far from consistent. Some findings suggest that image vividness facilitate imagery processing and subsequently increase advertisement and brand favourability (Fennis et al., 2012) whilst other findings suggest that image vividness has no direct impact on attitude formation or persuasion (Taylor & Thompson, 1982). Recent research suggests that, advertising elements, in particular image vividness, may play an important role in forming the attitude towards the advertisement as well as the travel intention towards the advertised destination (Pelsmacker et al., 2002; Rasty et al., 2013). Besides image vividness, image congruity may be another important factor in determining the success of a meaning transfer through advertising images (Shimp & Andrews, 2013). Congruity has been widely studied in the field of consumer behaviour (Sirgy, 1990; Wang et al., 2009). McLaughlin (2009) categorised advertising congruity into four types (advertisement and context congruity, advertisement and product congruity, advertisement and advertiser congruity, and advertisement and other commercial component(s) congruity). Image congruity with the advertised product category has been identified as one of the most important advertising congruities (Chandon et al., 2000). Congruent advertisements are better than incongruent advertisements in generating positive attitudes or feelings towards an advertisement. For example, Kamins et al. (1991) found a viewer’s perceived congruity between the emotions reflected in a tourism advertisement and the media invoke more positive attitude towards the advertisement. Further, Rifon et al. (2004) found congruity between the description of an advertisement (ad description) and an advertising website used to display the advertisement resulted in more positive attitude towards the brand. Congruent advertisements can also generate a better purchasing intention. Kamins et al. (1991) found congruent advertisements were better at invoking an intention to use an advertised service. Conversely, incongruent advertisements lead to frustration or other negative feelings or a less favourable attitude towards an advertisement (Mandler, 1981). Australian ecotourism advertisements are selected as the context of the current study. Ecotourism is a nature-based tourism that focuses on preserving the environment, benefiting local economies and educating travellers (Weaver, 2008). Although ecotourism is rapidly developing in the last decade, the effectiveness of ecotourism advertising has been rarely researched, perhaps because ecotourism is still a relatively new area of tourism (Hughes et al., 2005). Reiser & Simmons’s (2005) study is among a handful of studies which have investigated the effectiveness of ecotourism advertisements. Their study found that ecotourism labels helped develop a positive attitude towards an advertisement and the advertised destination. Additionally, Chang et al. (2005) found that the use of a celebrity aboriginal endorser was more effective in achieving a favourable attitude towards an advertisement than was the use of a non-celebrity aboriginal endorser. Ecotourism advertisements often use three major types of images (scenery, animal and people) (Morgan & Pritchard, 2001). However, no empirical studies have examined the meaning transfer between image and advertising responses within the ecotourism context. People’s Republic of China is a critical market for Australian tourism and it is Australia’s second largest tourist source country (Australian Bureau of Statistics, 2014). Chinese tourists ranked first in terms of total trip expenditures (a total of $5.7 billion in 2014) (Tourism Research Australia, 2015). By 2020, China is expected to become Australia’s largest source country (Tourism Australia, 2011).The ecotourism market in China has risen in the past decade since its introduction in the 1990s (Cheng et al., 2013; Zhong et al., 2007). There were 1.9 billion domestic trips in China in 2009, of which 333 million were ecotourism trips. Around 80% of China’s nature reserves now have some form of ecotourism feature (Chappell, 2012). Chinese ecotourists are increasingly interested in taking overseas ecotourism trips. However, no previous study has empirically examined Chinese ecotourists’ attitude towards foreign ecotourism advertisements, which provides the opportunity for the current study. Based on the above discussion, the paper proposes positive relationships among image vividness, image congruity, attitude towards the advertisement and travel intention towards the ecotourism destination. Empirical research will be carried out in the future to test the proposed relationships. The theoretical framework can also be extended by including other advertising effectiveness measures such as comprehension or emotion (MacKay & Fesenmaier, 1997) so as to develop a better understanding of Chinese ecotourists’ responses to ecotourism advertisements.

외식프랜차이즈 브랜드의 광고 모델속성이 광고태도와 브랜드태도 그리고 구매의도에 미치는 영향

박수현 ( Soo Hyun Park ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2011 호텔리조트연구 Vol.10 No.2

Advertising frequently is used celebrities as credible sources to influence consumers` attitudes and purchase intention. This study investigated the advertising effectiveness focused on TV commercial with celebrities. Given hypotheses of celebrities` advertising attributes are characterized as trustworthiness, expertise, attractiveness. The ultimate object of the study is to propose the ideal guidelines of TV commercials selecting proper celebrities in food-franchised brand. A questionnaire method was implemented replying after watching two different brands of TV commercials containing celebrities` advertising attributes to a group of students at universities located in Seoul and Gyeonggi areas who are already aware of advertisements of pizza and chicken brands. Using Structural Equation Model(SEM) method, the following results were generated. First, it concluded that two of celebrities` attributes, expertise and attractiveness influenced statistical significance on attitude toward advertising. Second, it revealed that two of celebrities` attributes, expertise as well as attractiveness influenced statistical significance on attitude toward brand. Third, celebrities` advertising attributes of food-franchised brand on TV commercials, attitude toward advertising had statistically significant effects on attitude toward brand. It means that positive attitude toward advertising had a direct effect on creating progressive attitude toward brand. Fourth, it revealed that both of attitude toward advertising and attitude toward brand for celebrities` advertising attributes had significant effects on purchase intention.

A Study on the Effects of Advertising Attributes in YouTube e-sport Video

Kyung-Won Byun,Seyun Kim 한국인터넷방송통신학회 2020 International Journal of Internet, Broadcasting an Vol.12 No.2

The purpose of this study is to analyze the structural relationship among advertising attribute, advertising attitude, product attitude and purchase intention in YouTube advertising. The survey subjects to achieve the purpose of this study were selected the group of 300 students who have been watching YouTube VOD once more and are attending in three universities that are located in Seoul, Gyeonggi and Chungnam. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 18 was used for confirmatory factor analysis and structural equation model analysis. information, irrtation and individuality affect viewers' advertisement attitude, their product attitude and purchasing intent, among advertisement attributes of e-sports items perceived by viewers of YouTube's e-sports videos with the insertion of advertisements that cannot be skipped in the middle of the video.Therefore, the similarity between the video and the advertised product or brand should be taken into account when producing advertisements inserted in the YouTube video, and a more positive advertising effect can be achieved when advertisement can be carried out reflecting the characteristics of the target viewers.

틱톡 광고 특성이 광고태도와 광고수용의도에 미치는 영향 -자기조절초점의 조절된 매개효과-

장나 ( Na Zhang ),홍기석 ( Ki-suk Hong ) 한중사회과학학회 2024 한중사회과학연구 Vol.22 No.2

본 연구는 틱톡 광고를 중심으로 광고의 특성, 광고태도, 광고수용의도간의 관계를 분석하였다. 본 연구에서는 광고의 특성, 광고태도, 광고수용의도 간의 관계를 규명하여, 광고태도가 광고 특성이 광고수용의도에 미치는 영향에 있어 매개효과가 있는지를 검증하였다. 또한 틱톡 광고의 특성이 광고태도를 통해 광고수용의도에 미치는 영향에서 소비자의 자기조절초점의 조절된 매개효과를 분석하였다. 본 연구에서는 틱톡 광고를 이용해 본 경험이 있는 소비자를 대상으로 온라인 설문조사를 실시하여 총 242개의 샘플을 분석하였다. SPSS 27. 및 AMOS 26.를 활용하여 인구통계학적 특성 분석, 신뢰도와 타당성 분석, 확인적 요인분석, 경로 분석, 매개효과 및 조절된 매개효과 분석을 실시하였다. 연구 결과, 우선 틱톡 광고의 경제성, 편리성, 개인화 특성이 광고태도에 정(+)의 영향을 미치는 것을 확인하였다. 특히, 틱톡 광고의 개인화는 소비자의 광고태도에 더 큰 정(+)의 영향을 미친다는 결과를 나타났다. 둘째, 광고태도가 광고수용의도에 정(+)의 영향을 미치는 것으로 나타났다. 또한 광고특성과 광고수용의도 간의 관계에서 광고태도는 매개효과가 있음을 확인하였다. 셋째, 향상초점은 광고 특성이 광고태도를 통해 광고수용의도에 미치는 간접효과는 향상초점에 의해 조절되는 반면, 예방초점은 조절된 매개효과가 나타나지 않았다. This study analyzed the relationships among the characteristics of TikTok advertisements, advertising attitude, and intention to accept advertisements. The study examined whether there is a mediating effect of advertising attitude on the influence of advertising characteristics on the intention to accept advertisements. Furthermore, this study analyzed the moderated mediating effect of consumer self-regulation focus on the relationship between the characteristics of TikTok advertisements and intention to accept advertisements through advertising attitude. A total of 242 samples were analyzed through an online survey targeting consumers who have experienced TikTok advertisements. The collected data were analyzed using SPSS 27 and AMOS 26. Specifically, demographic characteristic analysis, reliability and validity analysis, confirmatory factor analysis, path analysis, and mediation and moderated mediation analysis were conducted. The results of the study revealed that firstly, the economic efficiency, convenience, and personalization characteristics of TikTok advertisements positively influence advertising attitude. In particular, the personalization of TikTok advertisements showed a greater positive impact on consumer advertising attitudes. Secondly, advertising attitude positively influences intention to accept advertisements. Additionally, it was confirmed that advertising attitude mediates the relationship between advertising characteristics and intention to accept advertisements. Thirdly, the indirect effect of advertising characteristics on intention to accept advertisements through advertising attitude is moderated by promotion focus, whereas prevention focus did not show a moderated mediating effect.

인터넷 동영상 인게이지먼트가 인스트림 광고회피에 미치는 영향: 콘텐츠 유형에 따른 효과차이를 중심으로

정원식,윤성준,담약용 한국고객만족경영학회 2019 고객만족경영연구 Vol.21 No.4

The purpose of this study is to investigate Chinese Internet video users about their attitudes toward and their impact on in-stream advertising in Internet video. In addition, the effect difference between the Internet video interface and the in-stream advertising attitude and ad-hiding was identified depending on the type of content. According to the research, Hypothesis 1 defines how the degree of Internet video information in which users use Internet video affects the attitude of the in-stream advertisement in that Internet video. The analysis results showed that the p value was .133 and the variable was not significant at the significant level. Hypothesis 2's in-stream advertising attitude has a significant effect on an in-stream advertising hedge. The results showed that the in-stream advertising attitude has a significant negative (-) effect on the in-stream advertising hedging. In cases where users have a good attitude toward in-stream advertising from Internet video clips, less ad-hiding behavior has occurred for in-stream advertising has occurred. Therefore, Hypothesis 2 was adopted. Hypothesis 2a confirmed that the degree of in-stream advertising to skip from the in-stream advertising attitude to the extent of the in-stream ad-happiness is different from those to the extent of which the in-stream advertising And we found that in the case of in-stream ads that could skip over in-stream ads that could not be skipped, there were more actions of in-stream ad hedging. Thus, Hypothesis 2a was adopted. Whether the Internet video of Hypothesis 3 has a significant effect on an in-stream advertising hedge has been identified. The results showed that Internet video content has a significant positive effect on ad hedging. It is said that when the user has a higher level of interest in the Internet video, he or she is more likely to avoid the in-stream ads from the video. Therefore, Hypothesis 3 was adopted. Hypothesis 4 validated the medium effect of the in-stream advertising attitude in the relationship between the internet video audience and the in-stream advertising hedging. As a result of the Sobel test, the mediating effect of the in-stream advertising attitude in the relationship between the Internet video audience and the in-stream advertising hedge was 4.7473, which was greater than 1.96, showing statistically significant results under the significant level of 0.05 . Therefore, Hypothesis 4 was adopted. Hypothesis 5 identified how Internet video aggregations for seven types of movies, genre drawings, news, education, physical education, dramas, and other types of content affect the attitude of the in-stream advertising. As a result, there is only one significant variable in physical education and cannot be compared between variables. Internet video content for six types of content, including movies, genre drawings, news, education, drama, and other types of content, did not have a significant impact on the mainstream advertising attitude. Hypothesis 6 identified how Internet video aggregations for seven types of movies, genre drawings, news, education, physical education, dramas and other types of content affect in-stream ad-happiness The results showed that the variables for the final four types of content were not significant. And three variables - movie, physical education and drama - were found to have had a significant impact. Looking at the order of influence, it appeared in the order of physical education, drama, and film. In other words, it was confirmed that the impact of Internet video content on an in-stream ad hedging will vary depending on the type of content. And among the types of content, Internet video on physical education has a greater impact on the in-stream ad-happiness. Thus, Hypothesis 5 was adopted. 본 연구는 중국 인터넷 동영상 이용자들을 대상으로 인터넷 동영상에 선제적으로 등장하는 인스트림 광고에 대한 태도 및 인스트림 광고회피에 미치는 영향에 대해 조사할 목적을 가진다. 또한 콘텐츠 유형에 따른 인터넷 동영상 인게이지먼트와 인스트림 광고태도 및 광고회피의 관계에 있어서의 효과차이를 규명하였다. 연구결과에 따르면 인스트림 광고태도는 인스트림 광고회피에 유의한 부(-)의 영향을 미치는 것으로 나타났다. 또한 인스트림 광고태도는 건너뛸 수 없는 광고와 건너뛸 수 있는 광고는 인스트림 광고회피 정도에 있어서 차이가 있는 것을 확인하였다. 그리고 인터넷 동영상 인게이지먼트가 광고회피에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 인터넷 동영상 인게이지먼트가 인스트림 광고회피에 미치는 영향은 콘텐츠 유형에 따라 달라진다는 것을 확인하였다.

광고속성이 광고태도, 브랜드인지, 브랜드태도에 미치는 영향 연구

이제원,오태현 한국상업교육학회 2009 상업교육연구 Vol.23 No.4

광고를 통한 태도형성과정에 있어서 MacKenzie 등(1989)의 광고물에 의해 형성되는 소비자 태도형성과정을 연구한 이중매개모델, 광고속성요인과 광고태도 간의 인과관계를 증명한 MacKenzie와 Lutz(1989)의 연구, 처음보는 해외광고에 있어서 광고가 가지고 있는 광고속성요인들이 소비자들의 태도형성에 미치는 영향에 관한 연구(Ducoffe, 1996)의 이론적 배경을 근거로 본 연구에서는 광고태도에 대한 연구를 확장하여 광고속성요인과 광고태도와의 인과관계, 광고속성요인과 광고태도가 브랜드인지, 브랜드태도에 미치는 직·간접영향에 대한 연구모델과 연구가설을 제시하고 공분산구조분석을 이용하여 검증하였으며 결과는 다음과 같다. 첫째, 광고속성요인들과 광고태도와의 인과관계에서는 광고태도에 유의한 영향력을 미치는 것으로 나타났다. 둘째, 광고태도는 브랜드인지, 브랜드태도에 모두 유의한 영향을 주는 것으로 나타났으며, 브랜드인지보다 브랜드태도에 더 높은 영향을 주는 것으로 나타났다. 셋째, 브랜드인지는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 광고속성요인, 광고태도, 브랜드인지가 브랜드태도에 대한 직간접 효과를 분석한 결과 각 변인 간에 직접효과가 높은 것으로 나타났으며, 광고속성요인과 브랜드인지 간에는 광고태도의 매개가 브랜드태도에는 브랜드인지의 매개효과가 있었으며, 광고태도가 브랜드태도에는 브랜드인지의 부분매개효과가 있는 것으로 나타났다. The purpose of this study is to identify the process of the formation of attitude toward advertising, brand cognition and the attitude toward brand after consumers are exposed to advertising. It is focused dual-mediation hypothesis. To fulfill the purpose of these study, we used the dual-mediation model is proven by MacKenzie, Lutz & Belch(1986). Thus we conduct hypothesis test based on credibility factor for MacKenzie & Lutz(1983) and three factors-informativeness, entertainment, irritation-were the starting point for explaining how consumers asses the value of advertising are proven by Ducoffe(1996). To achieve research purposes, we paralleled literature reviews and empirical researches and used SPSS 12.0 for Windows and AMOS 4.0 to test reliability and hypotheses. It is empirically tested to influence the relationship among the advertising attributions and the attitude toward advertising, brand cognition and attitude toward brand by structural relation model through covariance structural analysis. In the present study, we investigate the influence of advertising attributions on attitude toward advertising. Especially, the influence of reliability and entertainment is much more significant in the relation of attitude toward advertising. The influence of irritation is much more negative significant the relationship attitude toward advertising. Thus it is need the strategic approach to reduce irritation and to increase the range of credibility and entertainment. In the brand cognition and attitude toward brand is significantly influenced by attitude toward advertising. But the attitude toward brand did not have a direct effects to brand cognition. Therefore, it came to a conclusion that the goal of this study promote advertising attributions on dual-mediation hypothesis as the goal of advertising through this process. As a result of synthetic analysis, it is very important to make advertising that can focus more on the credibility and entertainment in the beginning exposure advertising to consumers.