• 패션비즈니스
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• 제24권6호
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• pp.148-158
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• 2020

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers' intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

• Asia Marketing Journal
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• 제22권4호
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• pp.27-45
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• 2021

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers' responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers' responses on YouTube toward 12 BTS endorsed ads, the hypotheses are confirmed as higher ratio of likes, lower ratio of dislikes and significantly higher ratio of comments over both total views and total likes were found. For the rationale behind, total 1800 comments were categorized into 4 major content types such as attached, experiential, empathic and self-related ones that are all considered as important factors influencing the strong ad effect. The results showed that the episodic ads have marginally more emotional comments than the celeb image ads. The difference was only found in experiential and empathic responses but not in self-related responses. Contrary to the hypothesis, the comments expressing attachment were found more for the celebrity image-focused ads than the episodic ones. It does not seem to suggest that the celebrity image focused ads are better to capture viewers' attachment towards the celebrity and the ad endorsed, but that the episodic ads draw viewers into relatively deeper level of attachment such as empathy by perceiving the authenticity of the celebrity and the brand. In conclusion, the shared stories on SNS can be a factor in the match-up theory on celebrity endorsed ad effects.

• 한국조리학회지
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• 제23권7호
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• pp.204-219
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• 2017

The aim of this study was to examine the role of celebrity's traits on food service enterprises' media engagement, advertising effect (AD effect) and purchasing intention. Based on advance research, structural model of relationship between celebrity's traits and media engagement, AD effect and promotion of purchase was developed among the proposed constructs. Few empirical studies have been conducted to test the model. Date collection of study was from June 1st, 2017 to June 30th, distributing total of 300 issues and collecting total of 290 issues. Total of 271 questionnaires were used as the final analysis data as the nineteen questionnaires included missing information. The results can be summarized as follows: Celebrity's Traits significantly affected media engagement, AD effect and purchasing intentions. More specifically, mediating effect among the celebrity's traits and AD effect which came from media engagement was valid only if the subject of advertising effectiveness was on brands attitude. Based on the findings, theoretical and managerial implications were discussed to make one conclusion. As the media engagement was identified as a mediator between celebrity's traits and AD effect, certain brands which tend to enhance their AD effectivity should liaison proper celebrity.

• 복식
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• 제66권6호
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• pp.1-16
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• 2016

This study identifies the impact of celebrity stylists' individual psychographic characteristics, including their lifestyle, and social characteristics, including person-environment fit on their job commitment and satisfaction. A survey was conducted with currently working celebrity stylists, and a total of 203 responses were analyzed using descriptive analysis, factor analysis, reliability test, and multiple regression analysis. The results of this study were as follows: 1) The results of the factor analysis and reliability test on celebrity stylists' lifestyle and person-environment fit clearly revealed factorial structures, respectively. 2) Regarding the results of the influences of celebrity stylists' lifestyle on their job commitment and satisfaction, respondents who had higher new information-oriented, success-oriented, and conservation-oriented, but lower outdoor activity-oriented lifestyle tended to show higher job commitment and role satisfaction of job satisfaction. 3) Respondents who had higher person-job fit, person-organization fit, person-celebrity fit, and person-coworker fit tended to demonstrate a higher level of job commitment and role satisfaction of job satisfaction. Both celebrity stylists' lifestyle and person-environment, which revealed to have a significant relationship to their job commitment and satisfaction, could be used as an index to evaluate potential employees' job attitudes for recruiting celebrity stylist.

• International Journal of Costume and Fashion
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• 제15권2호
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• pp.1-17
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• 2015

This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.

• Asia Marketing Journal
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• 제20권3호
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• pp.63-81
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• 2018

This research examines how the announcement of a celebrity endorsement contract with a brand can influence consumers' judgment of its future growth in a market. Using both behavioral experiments and an event study analysis, we find that when the brand is perceived to be technology-focused (versus marketing-focused), the information about the celebrity contract can lead consumers to view the brand's future as less promising. Furthermore, we identify consumers' inferences about the quality of the brand as a psychological factor underlying this effect. This paper provides evidence that star-marketing can sometimes signal management's misjudgment about resource allocation for a brand, which unduly invests in celebrity marketing at the expense of quality improvement for the product.

• 한국의류학회지
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• 제30권11호
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• pp.1538-1549
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• 2006

The purpose of this study was 1) to identify gender differences in appearance management behavior and influencing variables(media involvement, body satisfaction and self-esteem), 2) the effects of influencing variables on appearance management behavior, and 3) to analyze the relationships among influencing variables. The data were collected ken 458 fifth and sixth grade girls and boys of five elementary schools ill Seoul, Korea via self-administered questionnaires, and were analyzed by factor analysis, t-test, and multiple regression analysis. The results of this study were as follows: Regarding the gender differences in research variables, preteen girls showed more interest in clothing/hair style management, weight management, TV involvement and celebrity imitation than preteen boys. Girls showed lower level of satisfaction than boys. Multiple regression analyses were conducted to identify the effects of media involvement, body satisfaction and self-esteem on appearance management behavior. For boy group, clothing/hair style interest was influenced by celebrity imitation, and weight management by TV involvement, body satisfaction and school self-esteem, and height management by celebrity management and school self-esteem. For girl group, clothing/hair style management was influenced by celebrity imitation and general self-esteem, and weight management by body satisfaction, general self-esteem, celebrity imitation and TV involvement, and height management by school self-esteem, TV involvement, time spent watching TV and general self-esteem. From the results of analyzing relationships among influencing variables, it was found that media involvement influenced self-esteem; TV involvement and celebrity imitation influenced school self-esteem; body satisfaction had the effect on all three sub dimensions of self-esteem in boy group. For female group, TV involvement had the effect on body satisfaction, and celebrity imitation on general self-esteem, the family self-esteem and school self-esteem, and body satisfaction on all three sub dimensions of self-esteem.

• 한국의류학회지
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• 제38권3호
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• pp.386-396
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• 2014

This study examined the effects of Korean celebrity advertising models on the advertising effectiveness for Chinese brands by comparing apparel products with electronic products. In addition, this study explored the effects of gender and monthly expenses on the evaluation of Korean celebrity advertising models. This study targeted 388 Chinese university students in China. The results show that Korean advertising models consist of five attributes (familiarity, visibility, credibility, similarity, and attractiveness) and that advertising effectiveness consists of three factors (attitude toward the advertisement, attitude toward the brand, and purchase intention). The impact of these five advertising model attributes on advertising effectiveness differ for apparel and electronic products. The results also indicate gender and expense differences in the evaluation of Korean celebrity models. We discuss the theoretical and managerial implications of the results along with potential limitations and future research directions.

• 대한간호학회지
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• 제35권5호
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• pp.817-828
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• 2005

Purpose: This study was to identify the persuasive effects of exercise promotion advertisements for obesity prevention according to the source types( ordinary people, experts, celebrity endorsers) and advertising message types(slices of life, testimonials). Method: Gender, height, body weight, BMI, attitude toward obesity(Aob) and exercise(Aex), and intention to exercise(Iex) were collected from 626 elementary school students in a pretest. After 2 months, six advertisements type attached to a questionnaire were provided for 20 minutes and then Aob, Aex, lex, source credibility and attitude toward advertisements(Aad) were collected in posttest. Result: 1) In posttest the lex of 6 the groups increased significantly compared with that of the pretest, 2) Source credibility of the Ordinary+Testimonial group was lower than the Celebrity+Testimonial, Celebrity+Slice of life, Ordinary+Slice of life, and Expert+Testimonial groups, Aad of the Celebrity+Testimonial group was higher than the Ordinary+ Testimonial group. 3) The Main effect and interaction effect of source types and advertising message types were significant in source credibility and Aad, Conclusion: Persuasive effects of exercise promotion advertisements in elementary school students was found to be the most effective in Celebrity+Testimonial. This study suggests that selection of health education advertisements according to demographic characteristics is important to promote persuasive effects.

• 한국컴퓨터정보학회논문지
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• 제25권6호
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• pp.239-250
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• 2020

이 논문의 목적은 전자 상거래 플랫폼에서 웹 유명인 생방송의 "컨텍스트 화"효과가 소비자의 제품 가치, 위험 및 구매 의도에 대한 인식에 미치는 영향을 탐구하는 것입니다. 본 논문에 실은 Taobao 쇼핑 소비자를 연구 대상으로 사용, 설문 조사 방법, 설문 조사가 채택되었으며, 설문 및 분산 네트워크를 통한 형태, 소비자 구매에 대한 실제 상황 영향의 웹 유명인 효과에 대한 웹 유명인 효과의 추가 검증을 위해 라이브 의도, 설문지는 데이터 처리 후 통계 소프트웨어 SPSS 23.0 및 AMOS 22.0을 사용하여 리 커트 스케일, 7 및 재활용 설문지 분석을 설계합니다. 설문지의 신뢰성과 타당성을 결정한 후, 탐색 요소 분석을 사용하여 가설을 검증하고 소비자의 구매 의도에 대한 웹 유명 인사 생방송의 "문맥 화"효과의 실제 조정 정도를 계산했습니다. 본 논문의 연구 결과는 다음과 같이 요약된다 : (1) 소비자의 제품에 대한인지 된 가치는 구매 의도에 중대한 영향을 미칠 수있는 반면,인지 된 위험은 구매 의도에 상당히 부정적인 영향을 미친다. (2) 제품에 대한 소비자의 신뢰와 구매 의도는 웹 유명 인사 생방송의 "컨텍스트 화"에 의해 규제됩니다. 특히, "컨텍스트 화"효과가 우수한 웹 유명인 라이브 방송의 경우 소비자 제품의 인지 된 가치는 제품 신뢰에 긍정적 인 영향을 미칩니다. 이는 "컨텍스트 화"효과가 좋지 않은 웹 유명인 라이브 방송의 가치보다 높습니다. 제품에 대한 소비자의인지 된 위험을 해결하는 관점에서, "컨텍스트 화"효과가 우수한 웹 유명인 라이브 방송은 "컨텍스트 화"효과가 낮은 웹 유명인 라이브 브로드 캐스트보다 훨씬 우수합니다. 이 논문은 경험적 분석을 바탕으로 웹 연예인 생방송이 전자 상거래 산업의 지속 가능한 성장을위한 새로운 돌파구가 될 것이며 전자 상거래 마케팅 모드와 웹 연예인 생방송 산업의 변화에 대한 제안을 제시 할 것이라고 결론을 내렸다.