• International Journal of Costume and Fashion
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• 제15권2호
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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.

• 한국콘텐츠학회논문지
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• 제20권5호
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• pp.271-280
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• 2020

복수 유명인 옹호광고는 광고 캠페인에서 흔히 볼 수 있는 형태다. 그러나, 복수 유명인 옹호광고의 효과에 관한 연구는 많지 않다. 특히 본 연구는 복수 유명인 옹호광고에 미치는 영향 요인들에 대해 살펴보고자 한다. 포트폴리오-브랜드 적합도, 포트폴리오-유명인 적합도, 그리고 포트폴리오 유명인-소비자 적합도라는 요인들이 복수 유명인 옹호광고 상황에서 광고태도 및 구매의도에 영향을 미치는 세가지 요인들로 실험에 포함되었다. 연구결과, 포트폴리오-브랜드 적합도, 포트폴리오-유명인 적합도, 그리고 포트폴리오 유명인-소비자 적합도는 소비자들의 광고태도에 긍정적인 영향을 미치는 요인들임이 밝혀졌다. 더 나아가, 이 세가지 요인들간의 상관관계가 통계학적으로 유의미한 중요성을 가지고 있다는 것이 나타났다.

• 패션비즈니스
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• 제24권6호
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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.

• 유통과학연구
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• 제17권8호
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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.

• 한국의류산업학회지
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• 제22권2호
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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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• 제8권1호
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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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• 제26권1호
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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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• 제22권5호
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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.

• 한국항해항만학회지
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• 제39권4호
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• pp.313-318
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• 2015

최근 국적취득조건부나용선에 승무하는 외국인 해기사에게 우리나라의 승무자격증을 발급받아야 하는지에 대한 의문에 제기되었다. 이는 선박직원법 제25조 제1항의 준용규정과 제10조의2의 승무자격증 발급규정과의 관계에 대한 해석상 이론이 제기될 수 있어 발생하는 문제이다. 이 연구는 동 준용규정을 검토하여 그 해석론적 해결방안을 제시하는 것을 목적으로 한다. 이 연구의 결론은 다음과 같다. 첫째, 국적취득조건부나용선에 대한 관할권은 해당 선박이 치적한 그 3국에 귀속하고, STCW협약상 외국인 해기사에게 발급되는 승무자격증은 기국에 의하여 발급되어야 한다. 둘째, 법 제25조의 준용규정은 동법의 개정입법취지에 맞게 BBC/HP에 대하여 외국선박의 기국이 가지는 관할권을 침해하여 우리 선박직원법의 요건을 적용하지 않도록 하여야 한다. 셋째, 이 준용규정은 국제규범에 따라 기국이 관할권을 가지는 각종 증명서의 발급에 관한 규정을 제외하고 승무기준과 같이 STCW협약에서 규정하지 않는 분야에 대해서만 준용하도록 하여야 한다. 넷째, 제10조의2 제1항은 BBC/HP에 승무하고자 하는 외국인 해기사에게 우리나라 승무자격증을 발급받도록 요구하는 규정은 아니다. 요약하면, 제10조의2의 규정은 한국선박에 승무하고자 하는 외국인 해기사에게 승무자격증을 발급받도록 하는 규정으로만 운용되어야 할 것이다.

• 산업융합연구
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• 제21권1호
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• pp.43-53
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• 2023

중국에서 기업 내부의 창의적인 아이디어와 건설적인 제안은 새로운 글로벌 기회와 도전을 더 잘 맞이할 수 있다. 따라서 본 연구는 실증분석을 통해 채택된 발언행동이 중국 직원들의 업무성과에 미치는 영향을 검증하고, 매개변수로 조직지원 인식을 선정하고자 한다. 본 연구는 이론적 연구를 바탕으로 6가지 연구 가설을 제안하고 연구모형을 설정한다. 조사 방법으로 중국의 직원들로부터 데이터를 수집했고 구조 방정식 모델(SEM)을 사용하여 가설을 검증하였다. 분석결과는 채택된 발언행동과 직무만족, 직무몰입, 직무성과의 관계에서 조직지원 인식이 매개역할을 하는 것으로 나타났다. 그러나 본 연구는 자료수집의 편의성 때문에 연구결과의 일반화에 한계가 있고 향후 연구는 이 방법론 문제를 개선해야 한다.