The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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Celebrity Endorser Effects of Fast Food Industries on Seoul Highschool and Undergraduate Students

서울 지역 고등학생 및 대학생을 대상으로 한 패스트푸드업체의 '스타마케팅' 광고효과 분석

  • Kim, Hyung-Min (Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • Yoon, Ji-Young (Culture and Tourism Division, Sookmyung Women's University)
  • 김형민 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 윤지영 (숙명여자대학교 문화관광학부 르꼬르동블루 외식경영전공)
  • Received : 2014.01.21
  • Accepted : 2014.02.12
  • Published : 2014.02.28
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Abstract

The purpose of this study was to analyze the effects of celebrity endorsers used in fast food industry among highschool and undergraduate students. By taking the sample's age and income into consideration, the advertisement examples of fast food industries were chosen for this study. Data was collected by questionnaires from 400 students. For statistical analysis, the SPSS V19.0 was used for reliability and factor analysis, chi-square test and regression analysis. The results are as follows: First, there was a significant difference (p<0.01) in advertising effects according to gender and education level. Out of the consumers who were exposed to celebrity endorsers, the highschool students and women showed higher advertising effects. Second, the advertising attitude was positively related to brand images (F: 479.680, p<0.01) and buying intentions (F: 1101.427, p<0.01) as well as brand images on purchase intentions (F: 492.175, p<0.01). In conclusion, the consumers with positive attitudes towards advertisements will also evaluate brand images positively and be more likely to purchase the products.

Keywords

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