외식프랜차이즈 브랜드의 광고 모델속성이 광고태도와 브랜드태도 그리고 구매의도에 미치는 영향

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.