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http://dx.doi.org/10.5392/JKCA.2014.14.08.110

Revisiting Effects of Endorsers' Race on Attitudes Toward Ad and Brand  

Lee, Eunsun (홍익대학교 광고홍보학부)
Kim, Yeo Jung (홍익대학교 광고홍보학부)
Ahn, Jungsun (홍익대학교 광고홍보학부)
Publication Information
The Journal of the Korea Contents Association / v.14, no.8, 2014 , pp. 110-121 More about this Journal
Abstract
As the Korean market is becoming increasingly diverse, it is imperative that marketers targeting the Korean market understand the consumers with various racial and cultural backgrounds. The current study investigated the effects of the endorser race (White vs. Black) on the attitudes toward the ad and brand while varying the experimental context (private vs. public) and product type (high involvement-rational vs. low involvement-emotional) with White participants. Impression management was included as a covariate. The results showed that when the endorser was White and the product was an automobile, participants indicated more positive attitudes toward the ad in the private context than in the public context. When the endorser was Black, the context had no significant effects on the attitudes. The implications of these findings for the Korean market are discussed.
Keywords
Endorser Race; Public Context; Private Context; Product Type; Attitude;
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