Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Korean Celebrity Advertising Models on Advertising Effectiveness for Chinese Apparel and Electronic Products

한국 연예인 광고모델 속성이 중국 의류제품과 전자제품 광고효과에 미치는 영향

  • Lei, Ke (Winplus Inc.) ;
  • Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
  • Received : 2014.02.06
  • Accepted : 2014.04.10
  • Published : 2014.06.30
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Abstract

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.

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References

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