광고유형, 브랜드 전형성, 인지욕구가 광고태도에 미치는 영향 - 아웃도어 의류 브랜드를 중심으로 -

Abstract

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.