크루즈 선사의 광고속성이 브랜드태도 및 행동의도에 미치는 영향

초록

The objectives of this study were (1) to examine the impact that cruise advertising attributes have on brand attitude and (2) to investigate how brand attitude affects behavioral intention. Based on theoretical backgrounds, the four attributes of cruise advertising were derived: (1) informativeness, (2) entertainment, (3) irritation, and (4) credibility. The five hypotheses were established on the basis of causal relationships between advertising attributes, brand attitude, and behavioral intention. To empirically analyze the conceptual model, the online survey was conducted with North American tourists who have seen the advertising of cruise lines within the past three months. Depending upon survey results, 403 copies were collected and used for structural equation modelling. The results revealed that (1) entertainment, irritation, and credibility have significant impact on brand attitude except for informativeness, (2) brand attitude positively affected behavioral intention. These findings provided theoretical and practical implications for the researchers and marketers in the cruise industry.

키워드