TV방송사의 공익 캠페인과 채널 브랜드와의 관계에 관한 연구

Abstract

The purpose of this thesis is to empirically test the relationships between Channel brand equity variables and attitude toward Gwangju MBC's public service announcement(PSA) of 'Love Moodung-San Campaign' and participation intention toward its PSA. Four-hundred fifty nine questionnaires were collected from citizens and students in Gwangju area. Among 459 questionnaires, 268 respondents had viewing experience of 'Love Moodung-San Campaign,' so 191 questionnaires were excluded in the analysis. Research question 1 and Research question 2 examined the mean differences between MBCchannel brand images(High vs. Low image group) in PSA attitude and participation intentions. There were significant mean differences between high image group and low image group in PSA attitude and participation intentions. Research question 3 examined the mean differences between MBCchannel brand loyalty(High vs. Low image group) in PSA attitude and participation intentions. There were also significant mean differences between high loyalty group and low loyalty group in PSA attitude and participation intentions. In addition, the correlation analysis found the significant correlations among channel brand image, channel brand loyalty, PSA attitude, and PSA participation intentions.

Key word : channel brand image, channel brand loyalty, public service announcement(PSA) attitude, public service announcement(PSA) participation intention