본 연구에서는 이업종 기업의 브랜드들이 공동광고를 전개하는 경우 제품 간 사용기회의 적합성(고/저)에 따라 광고효과가 달라질 수 있다는 관점에서 출발하였고, 이론적 논의를 토대로 이러한 사용기회의 적합성에 따른 소비자반응은 광고정보처리전략의 유형(하향식/상향식 광고)에 따라서 달라질 수 있음을 확인, 관련된 연구문제들을 도출하였다. 연구문제들을 규명하기 위해, 사전조사를 통해 피험자인 대학생들이 가장 많이 즐겨 입는 진즈를 실험제품으로 선정하였고, 진즈와 사용기회의 적합성이 높은 제품으로 티셔츠를, 시용기회의 적합성이 낮은 제품으로 손목시계, 그리고 실험브랜드로는 Sfida(진즈)와 Vantage(티셔츠 및 손목시계)라는 가상브랜드를 만들었다. 그런 다음, 사용기회의 적합성이 높은 제품들(진즈와 티셔츠) 간의 하향식 공동광고물과 상향식 공동광고물, 그리고 사용기회의 적합성이 낮은 제품들(진즈와 손목시계) 간의 하향식 공동광고물과 상향식 공동광고물을 제작하였다. 본 실험에서는 위의 4개의 광고그룹별로 피험자들을 할당한 뒤 해당하는 광고에 노출시킨 후 광고태도와 제품구매의도를 조사하였다. 연구결과, 광고태도와 구매의도 모두 사용기회의 적합성과 광고정보처리전략 유형 간에 상호작용 효과가 유의하게 나타났다. 이러한 결과를 토대로 실무적 시사점과 연구의 한계점, 향후 연구과제에 대해 논의하였다.
This study was conducted to investigate the effects of horizontal cooperative advertising in which two or more brands from different product categories are featured together in advertising. This study identified compatibility of usage occasion and type of ad-processing strategy as important factors in determining ad effectiveness, and several hypotheses were induced based on these factors. From theoretical and practical points, this study examined if there is difference in consumer responses dependent upon compatibility of usage occasion(high compatibility vs. low compatibility) and type of ad-processing strategy(top-down ad vs. bottom-up ad). The results of empirical testing are as follows: In the case of the horizontal cooperative advertising, there were significant interaction effects between compatibility of usage occasion and type of ad-processing strategy on consumers' attitude toward the ad and purchase intention. Based on the results, managerial implications as well as limitations and future research directions were presented and discussed.
문강환 (1987). 연합(Tie_up)광고에 관한 연구. 홍익대학교 석사학위논문
박경도, 박진용, 전승은 (2007). 유통업체와 제조업체 브랜드의 성공적 제휴: 가격과 품질 민감성의 조절효과. 유통연구, 12(4), 109-125.
송정미 (2011). 시장지위에 따른 동업종 기업간 수평적 공동광고의 소비자반응. 한국심리학회지: 소비자․광고, 12(1), 217-234.
송정미, 탁진희 (2010). 유통업자브랜드에 대한 선험적 태도와 제품관여도에 따른 소비자의 제조업자브랜드반응: 수직적 공동광고의 경우. 한국심리학회지: 소비자․광고, 11(1). 1-20.
이학식, 안광호 (1998). 소비자 행동-마케팅 전략적 접근. 법문사
탁진희, 송정미 (2005). 해외시장 공략을 위한 수직적 공동광고 연구: 현황 및 실무자 인식조사를 중심으로. 광고학연구, 16(5), 79-93.
橋田洋一郞 (2004). 共同広告の心理的効果. 産 業経営, 早稲田大学産業経営硏究所, 36, 99 -113.
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press, New York.
Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(January), 27-41.
Andrews, I. R., & Valenzi, E. R. (1971). Combining price, brand name, and store cues to form an impression of product quality. Proceedings of 79th Annual Convention of the American Psychological Association, 6, 649- 650.
Barnes, G. M. (1978). Creativity: A Complementary Relationship between Information Demand and Success at Problem Solving. Intelligence, 2, 169-180.
Bergen, M., & John G. (1997). Understanding Cooperative Advertising Participation Rates in Conventional Channels. Journal of Marketing Research, 34(3), 357-369.
Bovee, C. L., Thill, J. V., Dovel, G. P., & Wood M. B. (1995). Advertising Excellence. McGrow -Hill, Inc.
Brown, S. P., & Stayman, D. M. (1992). Antecedents and Consequences of Attitude toward the Ad: A Meta-Analysis. Journal of Consumer Research, 19, 34-51.
Burke, M. C., & Edell, J. A. (1989). The Impact of Feelings on Ad-Based Affect and Cognition. Journal of Marketing Research, 26(February), 69-83.
Collins, A. M., & Loftus, E. F. (1975). A Spreading Activation Theory of Semantic Processing. Psychological Review, 82(6), 407-428.
Craik, F. I., & Lockhart, R. S. (1972). Levels of Processing: A Framework for Memory Research. Journal of Verbal Learning and Verbal Behavior, 11(6), 671-684.
de Groot, A. M. B. (1989). Representational Aspects of Word Image ability and Word Frequency as Assessed through Word Association. Journal of Experimental Psychology: Learning, Memory, and Cognition, 15(5), 824- 845.
Donthu, N. (1992). Comparative Advertising Intensity. Journal of Advertising Research, 32, 53-58.
Dutta, S., Bergen, M., John, G.., & Rao, A. (1995). Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation, Marketing Letters, 6(1), 15-22.
Fishbein, M., & Ajzen, I. (1978). Attitudes and Behavioral Prediction: An Overview. In J. M. Yinger & S. J. Cutler(eds), Major Social Issues: A Multidisciplinary View, 377-389, New-York: Free Press.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.
Haugtvedt, C. P., & Wegener, D. T. (1994). Message Order Effects in Persuasion: An Attitude Strength Perspective. Journal of Consumer Research, 21, 205-218.
Homer, P. M. (1990). The Mediating Role of Attitude Toward the Ad: Some Additional Evidence. Journal of Marketing Research, 27(February), 78-86.
Huang, Z., Li, S. X., & Mahajan, V. (2002). An Analysis of Manufacturer-Retailer Supply Chain Coordination Cooperative Advertising. Decision Science, 33(3), 469-494.
Jones, E. E., & Davis, K. E. (1965). From Acts to Dispositions: The Attribution Process in Person Perception. in L. Berkowitz ed. Advances in Experimental Social Psychology. 2. Academic Press, 219-266.
Johnson, M. D. (1989). The Differential Processing of Product Category and Noncomparable Choice Alternatives. Journal of Consumer Research, 16(3), 300-309.
Jorgensen, S., Sigue S. P., & Zaccour G. (2000). Dynamic Cooperative Advertising in a Channel. Journal of Retailing, 76, 38-46.
Kahneman, D., & Tversky. A. (1974). Judgment under Uncertainty: Heuristics and Biases. Science, 185, 1124-1131.
Keller, K. L., & Aaker, D. A. (1992). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research, 29(February), 35-50.
Kelley, H. H. (1973). The Process of Casual Attribution. American Psychologist, 28(2), 107- 128.
Krugman, D., Reid, L., Dunn, S., & Barban A. M. (1994). Advertising: Its Role in Modern Marketing. The Dryden Press.
Mackenzie, S. B., & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanation. Journal of Consumer Research, 23(2), 130-143.
Mackenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing. 53(April), 48-65.
Meyers-Levy, J., & Tybout, A. M. (1989). Schema Congruity as a Basis for Product Evaluation. Journal of Consumer Research, 16(1), 39-54.
Mitchell A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, 18(2), 318-332.
Moran, R. A. (1973). Cooperative Advertising: An Alternative Interpretation of Price Discrimination. California Management Review, 15(4), 61-63.
Muthukrishnan A. V. (1995). Decision Ambiguity and Incumbent Brand Advantage.' Journal of Consumer Research, 22(June), 98-109.
Nelson, D. L., Bennett, D. J., Gee, N. R., Schreiber, T. A., & Mckinney, V. M. (1993). Implicit Memory: Effects of Network Size and Interconnectivity on Cued Recall. Journal of Experimental Psychology: Learning, Memory, and Cognition, 19(4), 747-764.
Niedrich, R. W., & Swain, S. D. (2003). The Influence of Pioneer Status and Experience Order on Consumer Brand Preference: A Mediated-Effects Model.' Journal of the Academy of Marketing Science. 31(4), 468-480.
Nunally, J. C. (1978). Psychometric Theory, 2en ed., New york, Mcgraw-Hill.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite Branding Alliance: An Investigation of Extension and Feedback Effects. Journal of Marketing Research, 33(4), 453-466.
Park, C. W., & Smith, D. C. (1989). Product-Level Choice: A Top-down or Bottom-up Process. Journal of Consumer Research, 16(3), 289-299.
Putrevu, S., & Lord K. R. (1994). Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions. Journal of Advertising, 23(2), 77-91.
Render, B., & O'connor, T. (1976). The Influence of Price, Store Name, and Brand Name on Perception of Product Quality. Journal of the Academy of Marketing Science, 4(4), 722-730.
Roslow, S., Lasky H. A., & Nicholls J. (1993). The Enigma of Cooperative Advertising. Journal of Business & Industrial Marketing, 8(2), 70-79.
Samu, S. H., Krishnan, S., & Smith, R. E. (1999). Using Advertising Alliance for New Product Introduction: Interactions between Product Complementarity and Promotional Strategies. Journal of Marketing. 63(1), 57-74.
Simonin, B. L., & Ruth, J. A. (1998). Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes. Journal of Marketing Research, 35(February), 30-42.
Smith, D. C., & Park, C. W. (1992). The Effects of Brand Extensions on Market Share and advertising Efficiency. Journal of Marketing Research, 29(August), 296-313.
Smith, R. E., & Hunt, S. D. (1978). Attributional Processes and Effects in Promotional Situations. Journal of Consumer Research, 5(3), 149-158.
Stafford, J. E., & Enis, B. M. (1969). The Price-Quality Relationship: An Extension. Journal of Marketing Research, 6, 456-458.
Stafford, M. R., Stafford, T. F., & Chowdhury, J. (1996). Predispositions toward Green Issues: The Potential Efficacy of advertising Appeals. Journal of Current Issues and Research in Advertising, 18(1), 67-79.
Sujan, M., & Dekleva, C. (1987). Product Categorization and Inference Making: Some Implications for Comparative Advertising. Journal of Consumer Research, 14(3), 372-378.
Tarpey, L. X. (1965). The Woman's Day Case and Cooperative Advertising. Journal of Marketing, 29(3), 35-39.
Tauber, E. M. (1988). Brand Leverage: Strategy for Growth in a Cost-Controlled World. Journal of Advertising Research, 28(August-Septembe)r, 26- 30.
Unnava, H. R., Burnkrant. R. E., & Erevelles. S. (1994). Effects of Presentation Order and Communication Modality on Recall & Attitude. Journal of Consumer Research, 21 (December), 481-490.
Weinberg, B. D., Berger, P. D., & Hanna. R. C. (2004). A Diagnostic Tool for Assessing the Relative Importance of Information in Impression Formation: Application in Order Effects. Marketing Letters, 15(2), 113-129.
Wells, W., Burnet J., & Moriarty S. (1998). Advertising Principles & Practice. 4th Edition, Prentice-Hall.
Wheatley, J., & Chiu, J. (1977). “The Effects of Price, Store Image and Product and Respondent Characteristics on Perceptions of Quality,” Journal of Marketing Research, XIV(May), 181-186.
Wiechman, J. G. (1993). NTC's Dictionary of Advertising, Second Edition, NTC National Textbook Company.
Young, R. F., & Greyser, S. A. (1983). Managing Cooperative Advertising: A Strategic Approach. Lexington Books.
.png){kind=logo}
