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CSR광고의 모델속성이 기업태도에 미치는 인과모형분석: 메시지 진정성 매개효과

Analysis of Causal Model Attributes of Model Affects to Corporate Attitudes in CSR Advertising: Message authenticity mediation effect

  • 김나미 (남서울대학교 광고홍보학과) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Kim, Nami (Dept. of Advertising and Public Relations, Namseoul University) ;
  • Yu, Seung Yeob (Dept. of Advertising and Public Relations, Namseoul University)
  • 투고 : 2018.03.27
  • 심사 : 2018.06.20
  • 발행 : 2018.06.28

초록

본 연구는 CSR광고의 모델 속성(가치부합성, 매력성, 전문성, 신뢰성)이 기업태도에 영향을 미치는 가를 알아보았다. 또한 CSR광고의 모델 속성과 기업태도에 있어 메시지 진정성의 매개 역할을 검증하고자 하였다. 연구 결과 첫째, CSR광고모델의 가치부합성, 매력성, 신뢰성은 CSR광고의 메시지진정성에 정적인(+) 영향을 미치는 것으로 나타났다. 둘째, CSR광고모델의 매력성, 전문성은 기업태도에 정적인(+) 영향을 미치는 것으로 나타났다. 셋째, CSR광고모델의 가치부합성, 매력성, 신뢰성과 기업태도의 관계에 있어 메시지 진정성의 매개역할을 검증하였다. 본 연구결과는 CSR광고를 제작할 때 모델의 가치부합성, 매력성, 전문성이미지를 갖는 모델을 선정하는 것이 효과적이라는 시사점을 제공하였다.

키워드

CSR광고;모델 속성;메시지 진정성;기업태도;CSR광고효과

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