본 연구는 예비노인세대를 대상으로 가족관계와 고용차별의 관계에서 연령주의의 매개효과를 검증하는 것이다. 이를 위하여 A시에 거주하는 예 비노인(54세~64세)에게 면접식 설문조사를 실시하여 총 509부를 분석에 사 용하였다. 자료분석은 SPSS 25.0 프로그램을 사용하여 기술통계분석, 각 변 인 간 영향력 검증을 위한 중다회귀분석, 연령주의의 매개효과를 알아보기 위한 경로분석을 실시하였다. 주요 연구결과는 다음과 같다. 예비노인세대 의 연령주의는 가족관계와 고용차별에 미치는 영향에서 완전매개효과가 있었다. 이는 가족관계와 고용차별에서 연령주의가 매우 중요한 역할을 한다고 해석할 수 있다. 이러한 결과는 예비노인세대의 가족관계를 강화함 으로써 이들의 삶에서 매우 중요한 역할인 일과 관련된 주요변수인 고용차 별을 완화할 수 있고, 가족관계 수준이 낮더라도 연령주의를 다양한 경로로 활용한다면 예비노인이 경험하는 노동이라는 특정영역에서의 고용차별을 완 화할 수 있다는 것을 확인한 것이다. 이러한 통합적 경로확인을 바탕으로 예 비노인세대가 역할 축적과 가정-일을 풍요롭게 영위할 수 있도록 매우 고령 까지 경험할 가능성이 있는 고용차별을 낮추거나 예방할 수 있는 다양한 방 법을 모색하였다.

In 2015, the movie “Northern Limit Line” which based on the naval battle of South and North Korea occurred in 2002 was premiered (Los Angeles Times, 2016). This movie made a significant contribution to improve the image of the R.O.K Navy. Brand Placement (BPL) was used to promote the R.O.K Navy in this movie (Karrh, 1994; Van Reijmersdal, Neijens & Smit, 2007). The R.O.K. Navy is trying to build powerful naval forces with the slogan called “The Ocean Navy”. It is essential to acquire the elite military forces who can help the Korean Navy to accomplish its strategic goal and heighten the competitiveness. The acquired elite military forces are expected to demonstrate their own ability while they serve the R.O.K. Navy. They will have positive influences to the local communities as the supporters of the R.O.K. Navy after they are discharged. This research analyzed BPL effect in terms the recruitment of workforce. This research identified the relationship among BPL, organization image, organization reputation, employment brand equity and intention to pursue job opportunity in R.O.K Navy. In previous researches, the effect of image can be applied to corporate brands, product, individual brands, geographical areas, events and people (Balmer, 1997). The image of organization can remind people of the particular organization (Cable & Yu, 2006). The reputation is a dynamic interaction construct with the image, and defined as a subjective judgment based on the reliability and integrity about the organization in long term (Clardy, 2012). Employment brand equity is defined as outcome of applicant’s decision choices attributable to job seeker’s beliefs about the organization as employer(Han & Collins, 2002). Marketing literatures on employment brand equity can be useful in helping to understand how job seeker develops beliefs about organization as employer. Although many researches studied BPL, organization image and reputation, employment brand equity, etc., little researches have been conducted to integrate the variables mentioned above in public sector such as the military forces. Samples of this research consist of people who watched the movie called “Northern Limit Line”. SPSS and AMOS package programs are employed to analyze the data. Marketing strategy for a public sector such as Korean Navy based upon the results of the findings from this study is expected to position Korean Navy as more efficient and effective organization to recruit better quality human resources.