Abstract |
This study empirically investigated PPL type by screen placement, script placement and direct use placement. It examined the effects of PPL type upon affirmative and negative brand attitudes of consumers by using attribution theory. We investigated not only brand attitude depending upon PPL type but also attribution (internal attribution and external attribution) depending upon PPL type, and tested mutual reaction of the attribution, and investigated the attitudes towards UCC under three different conditions of types. As results, the screen placement in accordance with story with internal attribution in affirmative way had more favorable effect in both brand attitude and buying intention than stories with either direct use of the brand or use of script itself. |
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Key Words |
PPL유형, 귀인성향, UCC 광고, PPL, Attribution disposition, UCC Advertising |
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