제품옹호인 신뢰도와 회사 신뢰도가 광고효과에 미치는 영향

초록

Endorser credibility has received considerable attention, but corporate credibility has not been much studied yet. This study, as an extension of Goldsmith et al(2000), assessed the impact of endorser credibility and corporate credibility on the effects of advertising. Thus a survey was conducted to over 350 students with four advertisements, which had different type of endorsers such as celebrity, expert, CEO and consumer. The results showed that, while endorser credibility affects the attitude toward the ad(Aad) with subsequent effects mediated through Aad and attitude toward the brand(AB), corporate credibility has a direct impact on Aad, Ab and purchase intent. And also the research model was assessed using the goodness of fit indexes. The results of goodness of fit test showed that research model could be considered to be an acceptable fit to the data.

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