ScholarWorks@중앙대학교

초록

The purpose of this study is to examine the influence of consumer's knowledge structure and scarcity message on the effect of brand alliance advertising. Based on the persuasion knowledge model by Friestad and Wright (1994), whether topic knowledge, agent knowledge and persuasion knowledge of consumers affect the effect of brand alliance advertising, and whether these knowledge structures have interaction effects with scarcity message within the ad were investigated. The result is as follows. First, topic knowledge significantly affects the effect of brand alliance ad and, except brand attitude, interaction effects between topic knowledge and ad attitude/purchase intention, were significant. Second, persuasion knowledge significantly affects the effect of brand alliance ad and interaction effects between persuasion knowledge and ad attitude/brand attitude/purchase intention, were significant. In the case of agent knowledge, however, its influence was significant only in brand attitude and no interaction effects were found between them.

키워드