---주 석--

1) 김승주, 국내 스포츠화 제품 상표인지도 영향요인 , 영남대 경영대학원 석사학위논문, 1994, p.2.

2) Amitava Chattopadhyay and Joseph W. Alba, "The Situational Importance of Recall and Inference in Consumer Decision Making", Journal of consumer Research, Vol.15,1988, pp.1-12.

3) Jolita Kisidelius and Brian Sternthal, "Examining the Vividness Controversy: An Availability Valence Interpretation", Journal of Consumer Research, Vol. 12, 1986, pp.418-431.

4) Steuart H. Britt, Stephen C. Adams, and Allans S. Miller, "How Many Advertising Exposures Per Day?", Journal of Advertising Research, 1972, pp.3-9.

5) Burke and Edell, "The Impact of Feelings on Ad-Based Affect and Cognition," Journal of Marketing Research, Vol. 6, 1989, p.69.

6) 이두희,『광고론』 (서울: 박영사,1999),p.172.

7) 한용희, 소비자의 감정적 반응과 관여도가 광고효과에 미치는 영향 , 한양대학교 대학원 석사학위논문, 1993, p.24.

8) Krugman, Hubert, "The Impact of Television Advertising Learning Without Involvement", Public Opinion Quarterly, 29, 1965, pp.349-356.

9) Mittal, B., "The Relative Role of Brand Beliefs and Attitude Toward the Ad as Meiators of Brand Attitude: A Second Look", Journal of Marketing Research, 27(2), 1990, pp.209-219.

10) Petty, R.E. and J.T. Cacioppo, "Attitude and Persuasion: Classic and Contemporary Approaches", Dubuque, Jowa: Wm. C. Brown Company, 1981.

11) 리대룡, 「도대체 광고란 무엇일까?」, 김충기 역, (서울: 대학문화사, 1992), p.305.

12) 남승규, 광고가 구매의도에 미치는 영향, 성균관대학교 경영대학원 석사학위논문, 1988, pp.1-2.

13) Moore, D.L. and W. Hytchinson, "The Effect of Ad Affect on Advertising Effectiveness", Advances in Research, 10, 1983, pp.526-531.

14) 홍성태,『소비자 심리의 이해』 (서울: 나남출판사, 1992).

15) MacKenzie, S.B., R.J. Lutz and G.E. Belch, "The Role of Attitude Toward the Ad As a Mediator of Advertising Effectiveness: A Test of Competing Explanations", Journal of Marketing Research, 23(2), 1986, pp.130-143.

16) 구홍모, 광고효과가 브랜드 확장에 미치는 영향에 관한 연구, 연세대학교 경영대학원 석사학위논문, 1996, p.15.

17) 박성진, 관여와 소구형태의 시각적인 요소가 광고효과에 미치는 영향, 경희대학교 대학원 석사학위논문, 1994, p.18.

18) 이를 상표지각(brand perception) 또는 상표인지(brand cognition)라 한다.

19) Lutz and S.B. MacKenzie & G.E. Belch, "Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and consequences", Advances in Research, 10, 1983, pp.532-539.

20) 한용희, 전게서, p.11.

21) Srull, T.K., "Affect and Memory: The Impact of Affective Reactions in Advertising on the Representation of Product Information in Memory", Advances in Consumer Research, 5, 1983, pp.520-524.

22) Brrke, M.C. and J.A. Edell, "The Impact of Feeling on Ad-Based Affect and Cognition", Journal of Marketing Research, 26(1), 1989, pp.69-83.

23) Mitchell, A.A., and J.C. Olson, "Are Product Attribute Beliefs the only Mediator of Advertising Affection Brand Attitude?" Journal of Marketing Research, Vol. 15, 1981, 이두희에서 재인용, p.112.