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http://dx.doi.org/10.5850/JKSCT.2014.38.3.386

The Effect of Korean Celebrity Advertising Models on Advertising Effectiveness for Chinese Apparel and Electronic Products  

Lei, Ke (Winplus Inc.)
Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.38, no.3, 2014 , pp. 386-396 More about this Journal
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.
Keywords
Korean celebrity advertising model; Advertising effectiveness; Apparel products; Electronic products;
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Times Cited By KSCI : 3  (Citation Analysis)
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