공익연계마케팅에서 광고 의인화가 광고 태도와 브랜드 태도에 미치는 영향

Consumers are increasingly aware of social issues, and the image of a good company, such as eco-friendly products, ethical production, and purchases of products that donate a portion of profits, is becoming a motive for consumers to purchase. In addition, consumers want to establish a relationship with companies where they can make ethical consumption. In previous research on donation participation, anthropomorphism was verified as a means to induce social and public interest behavior by appealing to the emotion of human altruism. This study started to broaden the scope of cause-related marketing and anthropomorphic research by proposing that advertising anthropomorphic appeal and brand role as new variables that can affect cause-related marketing. The purpose of this study is to examine the effect of anthropomorphic advertising on advertising attitudes and brand attitudes in cause-related marketing. In this relationship, an experiment was conducted to find out how consumer responses change depending on the product type. The analysis results are summarized as follows. First, anthropomorphic advertisement were more positive in advertising attitudes and brand attitudes than non-anthropomorphic advertisements in cause-related marketing. Second, in cause-related marketing, partner brands were more positive in advertising attitudes and brand attitudes than servant brands. Third, the influence of anthropomorphic advertisement on advertisement attitude and brand attitude did not differ according to product type. These results suggest that anthropomorphic advertisement and brand role are effective factors for advertisement attitude and brand attitude for consumers. In addition, anthropomorphic advertisement in cause-related marketing induces a role as a social watcher, suggesting that the both brand role and the product type influence positive attitude. Finally, based on the findings, we present significant academic and practical implications and future research topics.