Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Advertising Models' Characteristics of Hallyu Cosmetics on Brand Personality and Brand Attitude: Focused on Chinese Consumers

한류 화장품 광고모델의 특성이 브랜드 개성과 브랜드 태도에 미치는 영향 - 중국 소비자를 중심으로 -

  • Wang, Lei (Dept. of Clothing and Textile, Pusan National University) ;
  • Lee, Jin Hwa (Dept. of Clothing and Textile, Pusan National University)
  • 왕뢰 (부산대학교 의류학과) ;
  • 이진화 (부산대학교 의류학과)
  • Received : 2018.07.02
  • Accepted : 2018.08.31
  • Published : 2018.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the brand personality. A survey was conducted from August 10, 2017 until August 31, 2017, and 400 respondents' survey results were analyzed. For data analysis, SPSS 23.0 was utilized to perform descriptive statistics, factor analysis, t-test, and regression analysis. As a result, five brand personality factors were derived, which are aesthetics, safety/expertise, sophistication, pro-environment, youth, respectively. For advertising model characteristics, seven factors were derived, which are credibility, visibility, attractiveness, expertise, similarity, likeability, and familiarity, respectively. This study investigated the relationship between characteristics of cosmetics advertising model, brand personality, and brand attitude. Brand personality does not play a mediating role between advertising model's characteristics and brand attitude. Advertising model's characteristics have a direct effect on the brand attitude. Consequently, Cosmetics companies should recognize the importance of the characteristics of advertising model and implement the marketing strategy by carefully selecting the advertising model so that consumers can relate the characteristics of advertisement model to the brand attitude which will ultimately lead to positive evaluation of the brand.

Keywords

References

  1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347-356. doi:10.2307/3151897
  2. Allport, G. W. (1935). Attitudes. In Murchison, C. (Ed.), A handbook of social psychology (pp. 798-844). Worcester, MA, US: Clark University Press.
  3. An, G. H., & Yu, C. J. (2002). Introduction to advertising & promotion management. Seoul: Bobmunsa.
  4. Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555. doi:10.2307/3151194
  5. Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. doi:10.1037/0022-3514.51.6.1173
  6. Cha, B. K. (1990). The mediating role of attitude toward advertisement on ad effect: An reexamination of the Fishbein's attitude model. Journal of Communication Research, 27, 3-39.
  7. Choi, Y. H., Ju, X. M., & Kim, B. C. (2009). A study on parasocial interaction and advertising effect of hallu star celebrity endorser in China. The Korean Journal of Advertising and Public Relations, 11(2), 100-126.
  8. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314. doi:10.1362/026725799784870379
  9. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48. doi:10.2501/JAR-41-3-39-48
  10. Fan, Q. J. (2005). A study on the effects of attributes of sports star advertising models on purchase intension: Focusing on the low involvement products. Unpublished master's thesis, Paichai University, Daejeon.
  11. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373. doi:10.1086/209515
  12. Goldsmith, R. E., Barbara, A. L., & Stephen, J. N. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54. doi:10.1080/00913367.2000.10673616
  13. Hong, S. M. (2012). The effects of advertising model attribute factors on brand image and purchasing intension: Focusing on the comparison of cosmetics and electronics advertisement by identical advertising model. Unpublished master's thesis, Kyung Hee University, Seoul.
  14. Hwang, T. K., & Song, C. H. (2011). A study on influence of citybrand elements upon city-brand personality and assets value. Northeast Asia Tourism Research, 7(2), 185-213.
  15. Jang, K. S. (2001). The influence of congruence between brand personality and self-image on attitude toward brand. Unpublished master's thesis, Chung-Ang University, Seoul.
  16. Jeong, W. S. (2009). A study on Chinese culture industry market participants: Focused on 3C (Company, Customer, Competitor). The Journal of Modern China Studies, 11(1), 145-193.
  17. Ju, I. (2017, May 8). 2016 [Analysis of the scale and development status of Korean cosmetics market in 2016]. Retrieved October 1, 2017, from https://www.qianzhan.com/analyst/detail/220/170508-dd8115ac.html
  18. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961. doi:10.1086/209029
  19. Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054
  20. Kim, C. G. (2008). The effects of entertainment star model on the advertising effectiveness in the food service industry. Unpublished doctoral dissertation, Kyungwon University, Seongnam.
  21. Kim, J. I. (2016). The impact of VMD characteristics on brand personality and brand attitudes. Unpublished master's thesis, Pusan National University, Busan.
  22. Kim, J. J., & Park, M. R. (2012). The impact of celebrity endorsers' credibility and attractiveness on attitude toward advertisements and brands. Journal of Marketing Studies, 20(2), 53-72.
  23. Kim, K. S. (2011). The effects of the perceived call center service quality on service loyalty: Focused on mediating effects of the perceived brand personality. Unpublished doctoral dissertation, SangMyung University, Seoul.
  24. Kim, S. D., Youn, M. K., & Kim, K. S. (2012). A study of the effect of model characteristics on purchasing intentions and brand attitudes. Journal of Distribution Science, 10(4), 47-53. https://doi.org/10.15722/jds.10.4.201204.47
  25. Kim, Y. G. (2000). 브랜드 개성의 유형과 영향요인에 관한 연구: 제품 특성과 소비자 요인을 중심으로 [A study on the types and affecting factors of brand personality: focusing on product characteristics and consumer factors]. Advertising Research, 49, 29-53.
  26. Lee, H. B., & Jeong, I. G. (1997). 유명인 광고모델속성이 광고태도와 상표태도에 미치는 영향 [The effect of celebrity advertising models' attributes on advertising attitude and brand attitude]. The Korean Journal Of Advertising, 8(2), 167-181.
  27. Lee, M. Y. (2009). Study on the effects of commercial models of women's cosmetics: In terms of characteristics of models according to gender. Unpublished master's thesis, Konkuk University, Seoul.
  28. Lee, S. H., & Jeong, G. Y. (2016). A study on the effect of hallyu stars as advertisement models of Korean cosmetics brands on hallyu stars attachment and brand authenticity: Focused on Chinese consumers. International Area Studies Review, 20(2), 141-172. doi:10.21212/IASR.20.2.7
  29. Lee, S. H. (2005). Congruence between brand image and advertisement model on fashion advertisement effect. Journal of Fashion Business, 9(4), 161-169.
  30. McGracken, G. (1989). Who if the celebrity endorser? Cultural foundation of the endorsement process. Journal of Consumer Research, 16(3), 310-321. doi:10.1086/209217
  31. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. doi:10.1080/00913367.1990.10673191
  32. Oh, J. S. (2002). A study of how brand personality affects brand loyalty: Focused on FCB Grid model. Unpublished master's thesis, Kyung Hee University, Seoul.
  33. Park, S. H. (2011). Celebrities and contents' advertising attributes influencing attitude toward advertising, attitude toward brand and purchase intention in food service franchise. Unpublished doctoral dissertation, Sejong University, Seoul.
  34. Park, S. H. (2012). A study on ad attitude and purchase intention of contents and celebrities' advertising attributes in foodservice industry. The Korea Academic Society of Tourism and Leisure, 24(8), 219-238.
  35. Patzer, G. L. (1985). The physical attractiveness phenomena. New York: Plenum Press.
  36. Plummer, J. T. (1985). How personality makes a difference. Journal of Advertising Research, 24(6), 27-31.
  37. Rossiter, J. R., & Percy, L. (1980). Advertising strategy: A communication theory approach. New York: Praeger.
  38. Seo, J. M. (2008). The effects of Japanese tourists' perceptions of hallyu celebrities' advertising attributes on creating company's image, reliance and customer loyalty. Unpublished doctoral dissertation, Sejong University, Seoul.
  39. Shim, S. Y. (1996). A study on the relationship between advertising model characters and advertising effects: Focusing on Korean coffee market. Unpublished master's thesis, Yonsel University, Seoul.
  40. Shimp, T. A. (2010). Integrated marketing communication in advertising and promotion (8th ed.). Mason, Ohio: Thomson South-Western.
  41. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. doi:10.1086/208924
  42. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand belief. Journal of Advertising, 29(3), 1-13. doi:10.1080/00913367.2000.10673613
  43. Yang, J. (2015). A replication of the flexibile model of country-oforigin effects : Hallyu (韓流) and Chinese attitude on Korean cosmetics brands. Unpublished master's thesis, Dongguk University, Seoul.
  44. Yoo, C. J., Lee, S. H., & Hwang, T. G. (2008). Exploratory study on the effects of city characteristics on city brand personality and city evaluation. Asia Marketing Journal, 10(3), 31-57.
  45. Zhang, H. X. (2009). A study on the impacts of the characters' attractiveness on product attitude and purchase intention in PPL advertisement. Unpublished master's thesis, Dong-A University, Busan.