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1) Kanungo; Rabindra N. and Sam Pang, "Effects of Human Models on Perceived Product Quality", Journal of Applied Psychology, 57(February), 1973. pp.172-178.

2) Friedman, H and L. Friedman, "Endorser Effectiveness by Product Type", Journal of Advertising Research, 19(May), 1979. pp,63-71.

3) Ohanian, R., "the Impact of Celebrity Spokesperson's Perceived Image on Consumer's Intention Purchase", Journal of Advertising Research, 31(January) 1991. pp.46-53.

4) Kamen, Joseph M, Abdul C. Azhari and Judith R. Kragh, "What A Spokesman Does For A Sponsor", Journal of Advertising Research, 15(April), 1975. pp.17-24.

5) Friedman, H and L. Friedman, "Endorser Effectiveness by Product Type", Journal of Advertising Research, 19(May), 1979. pp.63-71.

6) Mowen, John C. and Stephen W. Brown, "On Explaining and Predicting the Effectiveness of Celevrity Endorsers," Proceedings, American Marketing Association, 1980. pp.437-441.

7) Atkin, Charles and Martin Block, Effectiveness of Celebrity Endorsers, Journal of Advertising Research, 23(January), 1983, pp.57-61.

8) Freiden, Jon B., "Advertising Spokesperson Effects: An Examination of Endorser Types and Gender on Two Audiences", Journal of Advertising Research, 24(October/November), 1984. pp.33-42.

9) Kahle, Lynn R. and Pamela M. Homer, "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective", Journal of Consumer Research, 11(March), 1985. pp.954-961.

10) Belch, George E. and Michael A. Belch, Introduction to Advertising and Promotion Management, Homewood, IL : Richard D. Erwin Co., 1990. pp.165-173.

11) ±¤°í¿Í ¸ðµ¨, ±¤°í Á¤º¸, 1992. 9

12) Misra and Veatty, op.cit, 1990. p.160.

13) Maddux and Rogers, "Effect of Source Expertness, Physical Attractiveness and Supporting Argument, on Persuasion: A case of Brain Over Beauty", Journal of Personality and Social Psychology, 39, 1980. p.236.

14) ¹®¿µ¼÷, op. cit., 1990. pp.254-255.

15) Misra and Beatty, op.cit., 1990. p.160.

16) Marshall, It seemed like a good idea at the time. Forbes. (December), 1987, pp.98-99.

17) Misra and Beatty, op.cit., 1990. p.160.

18) Kanungo R.N. and S.Pang. "Effects of Humanmodels on Perceivel Product Quality", Journal of Aoolied Psychology, Vol.57. No.2, 1973, p.172.

19) Â÷¹è±Ù, Ä¿¹Â´ÏÄÉÀ̼ÇÇÐ °³·Ð(»ó), ¼­¿ï : ¼¼¿µ»ç, 1983, p.45.

20) ¿ÀµÎ¹ü, ±¤°íÄ¿¹Â´ÏÄÉÀ̼ǿø·Ð, ¼­¿ï : Àü¿¹¿ø, 1983, p.453.

21) À̽Š: Á¤È®ÇÑ ¸ðµ¨ À̹ÌÁö ÆÄ¾ÇÀÌ ¼º°øÀÇ Ã¸°æ, ±¤°íÁ¤º¸, 1984, 11, p.12.

22) ¿À¸íȯ, ¸ðµ¨Àº Ç¥ÇöÀÇ ¼ö´ÜÀÌ¸ç ¸¶ÄÉÆÃ ¸ñÇ¥ÀÇ ¼­ºê½Ã½ºÅÛ, ±¤°íÁ¤º¸, 1984. 11. pp.17-22.

23) ±è°è°ï, ¼ºÀû ¼Ò±¸±¤°íÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸, ¼®»ç³í¹®, 1989. pp.23-24.

24) Strong E.K., The Psychology of Selling, N.Y: McGraw-, 1925, p.9.

25) ÀÌâ¿ì, ±è»ó±â, °û¿ø¼·, ±¤°í½É¸®ÇÐ, ¼º¿ø»ç, 1989, p.5.

26) Atkin C.K., "Consumer and Social Effects of Advertising," Progress in Communication Science, vol.IV in Brenda Devin & M. J. Volgced, Norwod, N.I. : Ables Publishing Corporation, 1984, p.216.

27) Kanungo R.N, S. Pang, op. cit., 1973, p.172.

28) ÀÌâ¿ì, ±è»ó±â, °û¿ø¼·, ±¤°í½É¸®ÇÐ, ¼º¿ø»ç, 1989, pp,36-37.

29) Wales, Hugh, G.L. Dwight, Gentry, and Max Wales, Advertising Copy, Layout, and Typography N,Y: The Ronald Press Company, 1958, pp. 67-75.

30) ¼Û¿µÈ£, Àü°Ô¼­, pp.150-152.

31) Friedman H. L. & L. Friedman, "Endorser Effectiveness by Product Type." Journal of Advertising Research, vol.19. No.25, 1979. pp.63-71.

32) ¿ÀµÎ¹ü, ±¤°í Ä¿¹Â´ÏÄÉÀÌ¼Ç ¿ø·Ð, ¼­¿ï : Àü¿¹¿ø 1983, p.456.

33) Ruby Dholakia and Brian Sternthal, "Highly Credible Source Persuasive Facilitators of Persuasive Liabilities?", Journal of Consumer Research, March, 1977, pp.223-232.

34) Kamen Joseph, Abdul Azhari and Judith Kragh, "What a Spokesman Does for a sponsor," Journal of Advertising Research, 15, February. 1975. pp.17-24.

35) Friedman Hershey, Salvatore & Robert Washington, "The Effectiveness of Advertising Utilization Four Types of Endorsers," Journal of Advertising, June. 1977. pp.22-24.

36) Atkins Charles & Martin Block, "Effectiveness of Celebrity Endorsers," Journal of Advertising Research, 23, January. 1983, pp.57-61.

37) Friedman Hershey H. and Linda Friedman, "Endorsers Effectiveness by Product Type," Journal of Advertising Research 19, May, 1979, pp.63-71.

38) À¯Á¾¿ø, »óǰÀ¯Çü¿¡ µû¸¥ ±¤°í¸ðµ¨ÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸, 1986.

39) ÀÌ¿µÇý, ±¤°í¸ðµ¨ÀÇ °ø½Å·Â°ú ±¤°íÈ¿°ú¿¡ °üÇÑ ¿¬±¸, 1988.

40) ±èÀç¹ü, ±¤°íµîÀåÀι°ÀÌ ±¤°íÈ¿°ú¿¡ ¹ÌÄ¡´Â ¿µÇâ¿¡ °üÇÑ ¿¬±¸, 1988.

41) ¹ÚÈñ, ÀǾàǰ±¤°í¿¡ À־ÀÇ ¸ðµ¨ Ç¥Çö¿¡ °üÇÑ ¿¬±¸, 1989.

42) ±ÇÀÍÇö, À¯¸íÀÎ ±¤°í¸ðµ¨ÀÇ È¿°ú¿¡ ´ëÇÑ ¿¬±¸, 1994. 10.

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