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http://dx.doi.org/10.5805/SFTI.2018.20.5.495

The Effect of Advertising Models' Characteristics of Hallyu Cosmetics on Brand Personality and Brand Attitude: Focused on Chinese Consumers  

Wang, Lei (Dept. of Clothing and Textile, Pusan National University)
Lee, Jin Hwa (Dept. of Clothing and Textile, Pusan National University)
Publication Information
Fashion & Textile Research Journal / v.20, no.5, 2018 , pp. 495-508 More about this Journal
Abstract
The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the brand personality. A survey was conducted from August 10, 2017 until August 31, 2017, and 400 respondents' survey results were analyzed. For data analysis, SPSS 23.0 was utilized to perform descriptive statistics, factor analysis, t-test, and regression analysis. As a result, five brand personality factors were derived, which are aesthetics, safety/expertise, sophistication, pro-environment, youth, respectively. For advertising model characteristics, seven factors were derived, which are credibility, visibility, attractiveness, expertise, similarity, likeability, and familiarity, respectively. This study investigated the relationship between characteristics of cosmetics advertising model, brand personality, and brand attitude. Brand personality does not play a mediating role between advertising model's characteristics and brand attitude. Advertising model's characteristics have a direct effect on the brand attitude. Consequently, Cosmetics companies should recognize the importance of the characteristics of advertising model and implement the marketing strategy by carefully selecting the advertising model so that consumers can relate the characteristics of advertisement model to the brand attitude which will ultimately lead to positive evaluation of the brand.
Keywords
hallyu cosmetics; advertising models' characteristics; brand personality; brand attitude; Chinese consumers;
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