ABSTRACT

A Study on the Advertising Effectiveness by the Type of Brand

- Pertaining to Woman's Apparel -

Kin, Vang Hee(Majored in Marketing The Graduate School of Business administration Yonsei University)

The purpose of this study is to examine the altitude toward advertising and product and the purchase intention influenced by the three type of brand, that is the Korean language brand(group A), the foreign language brand written in the Korean language(group B) and the foreign language brand written in the foreign language(group C), and to search the effective strategy of brand and advertising.

This study hypothesizes that there are differences among the three experimental group by the type of brand in the attitude toward advertising and product and the purchase intention, and that there is a correlation among the three dependent variables, In addition, this study is to verify without hypothesis whether the type of brand affects the recognition of brand, and whether the advertising effectiveness of the type of brand can be varied by the demographical variables (age, school career, marital status, vocation, average income per month and average expenses for clothing).

In order to verify these hypotheses and to prove the additional facts, this study employs the experimental method. The experiment is made in object to adult women over 20 years old and lived in Seoul. The product for experiment is restricted to the woman's apparel and the advertising for experiment the printing advertising.

The research findings are as follows.

First, the type of brand does not affect the advertising effectiveness, which in turn there is no difference among the three experimental groups by the type of brand in the attitude toward advertising and product and the purchase intention.

Second, there is a correlation among the attitude toward advertising and product and the purchase intention. That Is the anti dude toward advertising affects the attitude toward product and the purchase intention and the attitude toward product does the purchase intention.

Third, there is a difference among the three experimental group by the type of brand In the recognition of brand. So to speak, the facts are found that the foreign language brand written In the Korean language(group B) shows the highest score and the Korean language brand(group A) does the lowest score In the recognition of brand

Forth, the notable interaction effect is found between brand and school career in the attitude toward advertising, and between brand and school career, and between brand and marital status in the purchase Intention. And no notable interaction effect is found in the attitude toward product. So to speak, the Korean language brand(A) is the most effective at the undergraduate group and the foreign language brand written In the Korean language(B) at the under-educated group and the foreign language brand written in the foreign language(C) at the well-educated group to increase the favorable attitude toward advertising. And the Korean language brand(A) is the most effective at the undergraduate group, the foreign language brand written in the foreign language(C) at the other groups excluding undergraduate, the foreign language brand written in the Korean language(B) at the single group and the foreign language brand written in the foreign language(C) at the married group In order to Increase the purchase intention

Fifth, there are differences in the attitude to advertising among the groups by vocation. There is no d1fference in the attitude to product. There are differences in the purchase intention among the groups by vocation and the average Income per month. So to speak, the groups of housewife, office worker and specialist/free professional man excluding undergraduate show more favorable attitude toward advertising. And the other groups excluding undergraduate, the groups of office worker and specialist/free professional man than housewife and student, and the other groups excluding 1,300-1,900 thousand won group in the month show higher scores in the purchase intention.

In conclusion, this research suggests that the type of brand itself does not affect the attitude to advertising and product and the purchase intention, and that there are differences in the advertising effectiveness of the type of brand by demography. Therefore the abuse of the foreign language brand must be decreased and the use of the type of brand fit to the target market regarding the demographical variables is necessary for the effective brand and advertising stragegy.

* Key Words : type of brand attitude to advertising attitude to product purchase intention