총 74페이지

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랜드마크의 인지속성에 관한 주요 연구···································································104
실험자극물로 선정된 야립 옥외광고물·····································································112
설문항목의 타당도 및 신뢰도··················································································118
야립옥외광고의 ‘랜드마크성’에 대한 설문 문항······················································119
야립옥외광고의 ‘랜드마크성’에 대한 수용자 인식···················································119
‘랜드마크성 광고’와 ‘일반단기성 광고’에 대한 수용자 인식 차이··························120
야립옥외광고에 대한 수용자태도와 제품태도의 인과관계········································121
야립옥외광고에 대한 수용자태도와 브랜드태도의 인과관계····································121
야립옥외광고의 ‘랜드마크성향’이 제품태도에 미치는 영향력··································122
야립옥외광고의 ‘랜드마크성향’이 브랜드태도에 미치는 영향력·······························122
‘랜드마크성 광고’와 ‘일반단기성 광고’가 제품태도에 미치는 영향 차이················123
‘랜드마크성 광고’와 ‘일반단기성 광고’가 브랜드태도에 미치는 영향 차이··········124
‘고려은단’ 옥외광고의 ‘랜드마크성’ 구성요인과 브랜드태도의 관계·····················125
‘도미노피자’ 옥외광고의 ‘랜드마크성’ 구성요인과 브랜드태도의 관계··················125
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