Congruence Between Brand Image and Advertisement Model on Fashion Advertisement Effect

브랜드 이미지와 광고(廣告)모델 이미지의 일치성(一致性)이 패션 광고효과(廣告效果)에 미치는 영향(影響)

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.