2008•Unpublished venueRequires access
Advertising Effect of Advertising Channels and Image Congruence in fashion Brand : Fashion & Cosmetics of Bus Stop Shelter Advertisement
Seung‐Hee Lee, Eun‐Ok Lee
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Abstract
The purpose of this study was to investigate advertisement effect of bus shelter, according to the congruency between advertising medium and the fashion brand image, and products. Four types of questionnaire are made through pretest. 273 female college students participated in the study. The results were as follows. First, high level of the congruency between advertising medium and the image of brands had effect on the advertisement effect. Second, there were not significant differences in the advertisement attitude and purchasing intention between clothing and cosmetics. However, clothing showed significant differences in the brand attitude than cosmetics did. Finally, interaction affects were not found in the congruency of image and product types. Based on these results, fashion advertisement strategies would be suggested.