여행사 브랜드이미지가 브랜드태도 및 행동의도에 미치는 영향 : 여행리얼리티 프로그램 속 PPL 광고 시청자를 대상으로

This study was conducted on viewers of Product Placement (PPL) advertisements in travel reality programs and the purpose of this study is to examine the effect of brand image of travel agency on brand attitude and behavior intention. Based on previous studies, brand image was divided into three factors: 'corporate image', 'marketing image', and 'social image'. To accomplish this purpose, 270 questionnaires were distributed to those who watched PPL advertisements through travel reality programs. Before the survey, respondents were provided an explanation regarding PPL advertisements. A total of 232 questionnaires were used for analysis excluding invalid questionnaires. All data were analyzed through a statistical program of SPSS 21.0. The meaningful findings from the analysis are as follow. First, among the three factors of brand image, 'corporate image' and 'marketing image' positively influenced brand attitude, and 'social image' did not influence brand attitude. In the relationship between brand attitude and behavior intention, brand attitude positively influenced behavior intention. In addition, this study proved that the brand image of a person who watched the PPL advertisement through travel reality programs affects brand attitude and behavior intention. Finally, This study provides academic implications through research of PPL advertisement viewers and also provides practical implications for travel agency marketing.