• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.603-611
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• 2021

This study aims to analyze the mediating influences of resonance-based self-attitude and brand credibility in a relationship between celebrity endorser credibility and celebrity endorser congruity toward brand purchase intention in the current dynamic business environment. It employs a quantitative research method and reports on a survey, using a questionnaire, including the population of consumers of various instant coffee brands in several cities in Indonesia. The number of respondents in this study was 432 people. The analysis was performed using Partial Least Square Structural Equation Modeling and SmartPLS software. The analysis consisted of descriptive statistics, evaluation of the measurement model, evaluation of the structural model, and hypothesis testing. The results partially support the model developed. The findings suggest that the instant coffee product advertising in Indonesia needs to create brand messages focusing on the formation of resonance-based self-attitude from consumers to increase the influence of celebrity endorser credibility and celebrity endorser congruity, as well as the brand credibility towards the brand purchase intention. This study contributes to the marketing literature and the theory of planned behavior by providing empirical evidence on the relationship between celebrity endorser credibility, celebrity endorser congruity, resonance-based self-attitude, brand credibility, and brand purchase intention.

• 유통과학연구
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• 제17권8호
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• pp.77-85
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• 2019

Purpose - The use of celebrity endorsers is a strategy long-since used by companies to improve the persuasive impact of their company's advertising. However, much like anyone else, celebrities are flawed human beings, and therefore often find themselves involved in scandals. Companies must consider the potential of scandals when using a celebrity endorser to represent their brand or product. This research focuses on the process consumers use to justify scandals involving celebrity endorsers. Specifically, this research divides the justification processes used by consumers to maintain support for celebrities involved in a scandal into moral decoupling and moral rationalization and proposes antecedents and consequences for these processes. Methodology - To verify the hypotheses suggested by this study, an online survey was conducted, and data was analyzed using a structural equation model. Result - Results showed that consumer empathy for the celebrity endorser and external attribution of the scandal presented were positively related to moral decoupling and moral rationalization. In addition, moral rationalization was positively related to consumers' attitude towards the celebrity endorser, which also enhanced brand attitude. However, the relationship between moral decoupling and the consumer's attitude toward the celebrity endorser was not statistically significant. Conclusion - This research serves to expand the scope of available research on the persuasiveness of celebrity endorsers and provides practical guidelines for marketers.

• 한국콘텐츠학회논문지
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• 제15권12호
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• pp.493-503
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• 2015

기존의 광고모델연구는 대부분 모델의 특성이 광고하는 브랜드로 전이된다는 전제 하에 모델의 광고 효과를 주로 검증하였으나 본 연구는 역으로 광고하는 브랜드의 특성이 해당 광고모델에게로 전이되는지, 전이된다면 과연 어떤 점이 차이를 발생시키는지, 브랜드특성 전이효과에 연구의 초점을 맞추었다. 연구의 타당도를 높이기 위해 실제 브랜드와 모델을 선정했으며, 실험자극물의 현실성을 높이기 위해 인쇄광고와 함께 TV광고물을 실험에 맞게 제작하여 동시에 활용하였다. 실험은 광고노출 4유형(브랜드광고 3집단, 광고무노출 통제집단) x 모델 2유형(유명인, 신인)으로 설계되었다. 분석결과 연구가설대로 브랜드 특성이 모델로 전이되었으며, 이러한 브랜드특성 전이효과는 기성 유명인 모델보다 신인 모델에게서 더 두드러지게 나타났다. 기존에 형성된 이미지를 가지고 있는 기성 유명인 모델에게는 이미지 특성 종류에 따라 브랜드특성 전이효과가 선별적으로 발생하는 것으로 나타났다.

• 한국콘텐츠학회논문지
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• 제18권7호
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• pp.74-83
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• 2018

본 연구는 스토리텔링 광고에서 스토리유형에 따른 유명인 모델과 일반인 모델의 효과 차이를 분석하였다. 광고모델유형(유명인, 일반인)과 스토리유형(라이프체험형, 신화상징형)을 조작한 $2{\times}2$ 요인설계 실험이 진행되었다. 수도권에 거주하는 30-40대 여성 200명을 대상으로 온라인 조사를 수행하였다. 연구결과, 라이프체험형 광고의 경우, 광고태도, 브랜드태도, 구매의도 등 세 가지 종속변인 모두에 대해 일반인 모델이 유명인 모델보다 높은 광고효과를 보이는 것으로 나타났다. 신화상징형 광고의 경우, 광고태도에 대해서는 유명인 모델이 일반인 모델보다 높은 광고효과를 보이고 있었으나, 브랜드태도와 구매의도에 있어서는 모델 유형간 차이가 발견되지 않았다. 연구결과의 이론적 실무적 함의는 결론에서 논의되었다.

• 한국의류학회지
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• 제34권10호
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.951-960
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• 2021

The paper aims to explain the influence of celebrity endorser on consumers' purchase intention, and explain the influence of brand perception on purchase decision in regard to the case of OPPO F-series and singer Son Tung MTP, in the Vietnamese context. Advertisement is regarded as the fastest and most effective communication method for brands to build an association and attract their target consumers. Among various types of communication tools, the use of celebrity endorsement is considerably growing owing to the explosion of social platforms. This study employs survey data from 258 people living and working in Ho Chi Minh City, Vietnam. Then, those data were used to analyze the general hypotheses by conducting research reviews based on foregoing investigations. The results from data analysis reveal that celebrity's physical attractiveness, credibility, popularity, expertise, match-up, and multiple endorsements all have positive impacts on purchase intention. The findings from this study would suggest that brands, in general, and smart-phone brands, in particular, should not only focus on these attributes to select a suitable brand endorser, but also need to predict some potential risks when utilizing celebrity endorsement. Finally, various implications and recommendations for further studies and marketers are also discussed.

• Journal of Contemporary Eastern Asia
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• 제18권1호
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• pp.175-188
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• 2019

This study investigates public receptivity to celebrity's climate change advocacy on YouTube through a semantic network analysis. The results of this study suggest that the YouTube video generated a number of viewers' responses. Celebrity endorsement not only leaded public voices on climate change issue, but also their opinions on the celebrity endorser. This study found that most of viewers were polarized in their judgment and attitude toward the celebrity advocate either positively or negatively. This study offers an exploratory examination of the perceived star power and the role of celebrities as spokespersons for social causes. This study contributes to the theoretical foundation of the role of celebrity advocacy using social media. In addition, this study offers methodological insights into how to detect public perceptions and attitudes toward celebrity endorsement of social causes by analyzing public comments.

• 한국콘텐츠학회논문지
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• 제17권1호
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• pp.532-549
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• 2017

본 연구는 유명인을 이용한 제품의 애칭이 소비자 반응에 미치는 영향을 알아보는 동시에, 제품 애칭화 현상을 브랜드 아이덴티티의 창출 주체로 구분하여 그에 따른 영향력의 차이를 알아보았다. 이를 위해 3(비애칭화/기업 의도에 의한 애칭화/구전에 의한 애칭화)x2(쾌락적 제품/실용적 제품)의 요인 설계를 하였다. 연구결과 애칭화 유형이 지각된 가치에 유의미한 영향을 미쳤으며, 지각된 가치는 애칭화 유형이 브랜드 태도와 구매의도에 미치는 영향 사이에서 완전매개의 역할을 하는 것을 확인 하였다. 나아가 소비자의 심리적 기제인 정보적 대인 민감성 수준에 따른 조절효과를 발견하였다. 본 연구는 소비자 스스로 브랜드 아이덴티티를 창출하는 현상을 포함하였고, 가치 지각의 차원에서 유명인 보증인 효과를 살펴보았다는 데 의의가 있다. 또한 소비자들의 심리적 기제에 따른 마케팅 효과까지도 검증해 냄으로 인해 향후 애칭마케팅이 나아가야할 방향을 제시한 의미 있는 연구라고 할 수 있다.

• 한국식품영양학회지
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• 제27권1호
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• pp.120-127
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• 2014

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.

• 한국콘텐츠학회논문지
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• 제21권10호
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• pp.172-183
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• 2021

본 연구는 심층 인터뷰를 통해 밀레니얼 소비자들의 '뒷광고' 및 '앞광고'에 대한 태도를 분석하고 있다. 밀레니얼 소비자 12명의 심층인터뷰 방식을 통해 '뒷광고' 및 '뒷광고'하는 유명인과 인플루언서에 대한 태도를 살펴 보았다. 또한, '뒷광고'의 반대급부로 부상한 '앞광고' 및 '앞광고'하는 유명인과 인플루언서에 대한 태도 역시 살펴 보았다. 심층 인터뷰 결과, '뒷광고'는 밀레니얼 소비자들에게 기만광고로 인식되고 있으며, '뒷광고'하는 유명인 및 인플루언서에 부정적인 태도를 가지고 있는 것으로 나타났다. '앞광고'에 있어 밀레니얼 소비자들은 긍정적 그리고 부정적인 태도를 모두 가지고 있다는 것이 밝혀 졌다. '앞광고'가 엔터테인먼트 요소들과 적절히 사용될 때 재미요소로서 콘텐츠에 스며들어 자연스럽게 전달되는 반면 잦은 '앞광고' 및 콘텐츠와 적절하지 '앞광고'의 사용 그리고 '소비자들에게 콘텐츠를 무료로 보기 위해서는 광고를 무조건 보아야 한다'는 식의 암묵적인 또는 명시적인 크리에이터들의 태도는 오히려 부정적으로 받아 들여 진다. 토의 부분에 본 연구가 가진 실무적 함의를 제시하였다.