• International Journal of Costume and Fashion
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• v.15 no.2
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• pp.1-17
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• 2015

This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.271-280
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• 2020

The use of multiple celebrity endorsement is a common practice in advertising campaigns. However, little research has been conducted on the effects of multiple celebrity endorsement. In particular, the current study is designed to delve into what factors influence the effects of multiple celebrity endorsement. Portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit are three factors that affect a consumer's attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement. Study findings suggest that portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit positively affect attitudes toward the ad. In addition, as shown in the modified model, covariance among these three variables was found. Practical and theoretical implications were also discussed.

• Journal of Fashion Business
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• v.24 no.6
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• pp.148-158
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• 2020

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers' intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

• Journal of Distribution Science
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• v.17 no.8
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• pp.87-97
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• 2019

Purpose - This study focuses on the effectiveness of the athlete endorsement on the purchase intention of customers and investigates the attributes of the athlete identification. The Athlete Identification is defined by the expertise, trustworthiness, attractiveness, toughness and transgression. Athlete identification and athlete endorsement help marketers with a thorough look at the trend of using famous sports player to promote products. Research design and methodology - 450 questionnaires were delivered to respondents in Ho Chi Minh city and 433 were returned completed. Descriptive statistics, reliability, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted to test the relationship between independent and dependent variables. Results - The expertise, trustworthiness, attractiveness and toughness exert positive impacts on athlete identification. Transgression affects negatively athlete identification and athlete endorsement. This research confirmed results of previous studies. Conclusions - The athlete first needs to create their own Identification from a set of attributes in order to be out-standing in the sport and leisure industry before becoming an endorser for a particular product. From the company's perspectives, decision makers should choose an acclaimed sports player to boost the purchase intention of consumers.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.192-201
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• 2020

This study examined the relationship between Korean male consumers' perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s-30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.951-960
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• 2021

The paper aims to explain the influence of celebrity endorser on consumers' purchase intention, and explain the influence of brand perception on purchase decision in regard to the case of OPPO F-series and singer Son Tung MTP, in the Vietnamese context. Advertisement is regarded as the fastest and most effective communication method for brands to build an association and attract their target consumers. Among various types of communication tools, the use of celebrity endorsement is considerably growing owing to the explosion of social platforms. This study employs survey data from 258 people living and working in Ho Chi Minh City, Vietnam. Then, those data were used to analyze the general hypotheses by conducting research reviews based on foregoing investigations. The results from data analysis reveal that celebrity's physical attractiveness, credibility, popularity, expertise, match-up, and multiple endorsements all have positive impacts on purchase intention. The findings from this study would suggest that brands, in general, and smart-phone brands, in particular, should not only focus on these attributes to select a suitable brand endorser, but also need to predict some potential risks when utilizing celebrity endorsement. Finally, various implications and recommendations for further studies and marketers are also discussed.

• Asia pacific journal of information systems
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• v.26 no.1
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• pp.124-142
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• 2016

Companies operating in social network platforms continue to improve and expand their marketing techniques. This study examines the practice of "gating", which involves virtual barriers between social network users and company content. Gates demand mandatory user endorsements, in the form of a Facebook "Likes", Twitter "retweets" etc., to gain access to company content, such as coupons and rewards,. Gating practices demand a mandatory endorsement before any content consumption takes place. Thus, while user endorsements are assumed to arise voluntarily from trusted known sources, gating practices would appear to violate this assumption. However, whether this violation lessens the effectiveness of gating practices still requires empirical validation. We investigate this question through the use of a unique panel data set that includes data on "like" endorsements obtained from a number of real-world Facebook business pages. Results of the study show that gating practices are effective for endorsement solicitation; however, gates may interfere with more traditional marketing activities.

• International Journal of Computer Science & Network Security
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• v.22 no.5
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• pp.303-311
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• 2022

Through our study, bill of exchange is defined as a written document that contains an order from the drawer directed to the drawee during which the predetermined amount must be paid within a certain time period or on sight. The research begins with an examination of how it was founded, the parties involved, and the organizer's formal conditions. Then, it discusses how to negotiate a bill of exchange through endorsement along with the different types of endorsement and its ramifications. The research concludes by elucidating the bill of exchange impact on the business community, since it decreases commercial conflicts and enables merchants to benefit from, circulate, and recycle their debts without being damaged by debts collection delays.

• Journal of Navigation and Port Research
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• v.39 no.4
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• pp.313-318
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• 2015

A question has recently been raised as to whether a foreign officer needs to obtain a Korean endorsement in order to be able to serve on board a Korean flag ship. This is attributable to the fact that differences of viewpoint may arise as to the interpretation on the relation between the mutatis mutandis article 24(1) and the endorsement issuance article 10 bis. This study intends to propose an interpretative solution through conducting in-depth analysis on the article 25(1). The conclusions of this study can be given as follows. First, the jurisdiction over the bareboat charter ships with hire purchase shall be rested with the third country of which the flag the ship is flying, the endorsement to be issued to foreign officers have to be issued by the flag State under the STCW Convention as ameded. Second, the provisons of the ship officers' act shall not be made applicable, commensurate with the intention of legislating the mutatis mutandis article 25, to the BHC/HP in such a way that is in infringement with the jurisdiction of flag State of those foreign ships. Third, the mutatis mutandis article shall be made applicable to only such areas of manning standards not covered under the STCW Convention as amended and shall exclude those provisions pertaining to the issuance of various certificates of which the jurisdiction is rested with flag State under the international instrument. Fourth, the article 10 bis(1) is not a provision requiring foreign officers wishing to serve on a BBC/HP to obtain a Korean endorsement. In summation, the article 10 bis shall be used only in the cases where foreign officers wishing to serve on a Korean flag ship are required to obtain korean endorsement.

• Journal of Industrial Convergence
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• v.21 no.1
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• pp.43-53
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• 2023

In China, enterprises are increasingly shifting the focus of their reforms toward stimulating the development of organizational effectiveness under the guidance of the long-term planning system. Innovative ideas and constructive suggestions originating internally are likely to inject new vitality into their ongoing development, allowing them to better face new global opportunities and challenges. Therefore, this study verifies the impact of voice endorsement and outcomes for the workers in china and selected perceived organizational support as a mediator variable. Based on theoretical research, this study proposes and tests 6 key research hypotheses using structural equation modeling(SEM). Data were collected from employees in China by the survey method. The analysis results reveal that perceived organizational support plays a mediating role in the relationship between voice endorsement and the outcomes of job satisfaction, job commitment, and job performance except for job stress.