Browse > Article
http://dx.doi.org/10.5392/JKCA.2015.15.12.493

A Study on Brand Trait Transference to Celebrity Endorser  

Lee, Kye Myoung (연세대학교 언론홍보대학원)
Kim, Heejin (연세대학교 언론홍보영상학부)
Publication Information
The Journal of the Korea Contents Association / v.15, no.12, 2015 , pp. 493-503 More about this Journal
Abstract
This study examined the effect of brand trait transference under the premise that if the public images of advertisement model have influences on the brand through advertisements, the brand image traits will also affect the advertisement model in reverse. For the external validity of the research, TV commercials as well as print Ads were made for this experiment with currently active real brands and real celebrity endorser through pre-test. Research was conducted with 8 groups which was designed 4 Ad exposure situations(1 control group & 3 brand Ads) X 2 models(celebrity vs non-celebrity). As a result, the effects of brand trait transference were more notably observed in the cases of a noncelebrity endorser than in celebrity endorser. All the brand image traits of selected brands in the experiment(good-natured, of high-class, energetic) were transferred to the noncelebrity endorser, while some selective traits were transferred to celebrity endorser who already had a solid public image.
Keywords
Brand Trait Transference; Celebrity Endorser; Spontaneous Trait Transfer; Meaning Transfer Model;
Citations & Related Records
연도 인용수 순위
  • Reference
1 도선재, 황장선, "TV광고의 모델 사용 유형에 대한 내용분석," 광고학연구, 제19권, 제5호, pp.49-74, 2008.
2 손영곤, "메타분석에 의한 국내 유명인 모델의 광고효과 연구 현황 및 개관," 한국광고홍보학보, 제16권, 제2호, pp.183-220, 2014.
3 W. J. McGuire, "Attitudes and Attitude Change," in L. Gardner & E. Aronson (Eds), Handbook of Social Psychology, pp.233-346, Random House, 1986.
4 H. H. Friedman and L. Friedman, "Endorsement effectiveness by product type," J. of Advertising Research, Vol.19, No.5, pp.63-71, 1979.
5 J. B. Freiden, "Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences," J. of Advertising Research, Vol.24, No.5, pp.33-41, Oct/Nov. 1984.
6 G. McCracken, "Who is the Celebrity Endorser? Cultural Foundations of the Endorsement process," J. of Consumer Research, Vol.16, No.3, pp.310-321, 1989.   DOI
7 M. A. Kamins, "Celebrity and Noncelebrity Advertising in a Two-sided Context," J. of Advertising Research, Vol.29, No.3, pp.34-42, June/July, 1989.
8 M. A. Kamins and K. Gupta, "Congruence between Spokesperson and Product Type: A Match-up Hypothesis Perspective," J. of Psychology and Marketing, Vol.11, No.6, pp.569-586, 1994.   DOI
9 B. D. Till and M. Busler, "The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs," J. of Advertising, Vol.29, No.3, pp.1-13, 2000.
10 송환웅, 여준상, "유명인 광고모델 중복출연이 소비자태도에 미치는 영향 : 적합성의 조절효과," 광고학연구, 제20권, 제6호, pp.205-221, 2009.
11 유재웅, 진용주, "유명 광고모델의 겹치기 광고출연 효과: 모델과 제품의 부합도가 광고태도, 브랜드태도에 미치는 영향," 광고학연구, 제23권, 제2호, pp.57-79, 2012.
12 http://en.seoul.co.kr//news/newsView.php?code=seoul&id=20150521500115&keyword=창렬스럽다
13 D. W. White, L. Goddard, and N. Wilbur, "The Effects of Negative Information Transference in the Celebrity Endorsement Relationship," International J. of Retail & Distribution Management, Vol.37, No.4, pp.322-335, 2009.   DOI
14 J. Aaker, "Dimesion of Brand Personality," J. of Marketing Research, Vol.34, No.3, pp.347-356, Aug. 1997.   DOI
15 석현민, "광고의 사회.문화적 의미", 오늘의 문예비평, 제30권, pp.226-242, 1998.
16 http://biz.heraldcorp.com/view.php?ud= 2015021 7000770
17 J. Skowronski, D. E. Carlston, M. Lynda, and M. Crawford, "Spontaneous Trait Transference: Communicators Take on the Qualities They Describe in Others," J. of Personality and Social Psychology, Vol.74, pp.837-848, 1998.   DOI
18 D. E. Carlston and J. J. Skowronski, "Linking versus Thinking: Evidence for the Different Associative and Attributional Bases of Spontaneous Trait Transference and Spontaneous trait inference," J. of Personality and Social Psychology, Vol.86, No.6, pp.884-898, 2005.
19 A. Arsena, D. H. Silvera, and M. Pandelaere, "Brand Trait Transference: When Celebrity Endorsers Acquire Brand Personality Traits," J. of Business Research, Vol.67, pp.1537-1543, 2014.   DOI
20 R. D. Brown and J. N. Bassili, "Spontaneous Trait Associations and the Case of the Superstitious Banana," J. of Experimental Social Psychology, Vol.38, pp.87-92, 2002.   DOI
21 J. R. Zuwerink and P. G. Devine, "Attitude Importance and Resistance to Persuasion: It's Not Just the Thought that Counts," J. of Personality and Social Psychology, Vol.70, No.5, pp.931-944, 1996.   DOI