| Abstract |
| As the webtoon market is activated and the platforms are extented, the webtoon platforms generate contents providing various services for the increase of residence time in platform. The brand webtoon has the purpose of promotion delivering its brand story using the funny elements of webtoon and can advertise in the form of familiar webtoon without resistance. On the portal sites like Naver and Daum, the brand webtoons of various genres and corporate are appeared serially but the research for the advertising effect of brand webtoon is very insignificant now. So this research is to find the effect that the brand webtoon affects the brand image and the purchase intention of promotions brand. The objects are < wound sympathy diary > and < wound sympathy diary season 2 >, the brand webtoon of Fusidine, and these are analyzed as an effective advertising contents. |
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| Key Words |
| 브랜드웹툰, SPSS, 브랜드이미지, 구매의도, Brand-webtoon, brand image, purchase intention |
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