Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement

Um, Nam Hyun; Lee, Wei‐Na

doi:10.1080/10496491.2014.946210

Cited by 19 publications

(14 citation statements)

References 20 publications

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“…The attractiveness model confronts the strength of a message that depends on source’s ‘familiarity’, ‘likability’, ‘similarity’, and ‘attractiveness’ to the respondent. Um and Lee (2015) in their study with Korean customers found that likeability as the most important criteria for selecting a celebrity endorser. Celebrity endorsement literature has found supporting evidence that attractiveness is an important indicator of effectiveness (Chao, Wuhrer, & Werani, 2005).…”

Section: Review Of Literaturementioning

confidence: 99%

A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility

Singh

Banerjee

2017

Global Business Review

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This study tries to explore the factors contributing to the source credibility of celebrities as brand endorsers and, subsequently, develops a conceptually integrated scale for the same in Indian perspective. To conduct an empirical investigation, a survey is conducted consisting of 432 participants. In this study, exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA) has been con-ducted. Exploratory factor analysis resulted in three factors or dimensions. All the indicators are strongly loaded into their respective construct. The Cronbach’s alpha, composite factor reliability and variance extracted measure for validity checks are found to be satisfactory. All pairs of inter-construct correlation are found to be positive and significant. The issue of multicollinearity did not bear a serious threat to the data. Common method effect of Harmen’s one-factor post hoc test result indicates that multidimensional three-factor model fits the data well than the one-factor model. These results are also invariant across different demographic profiles, namely, gender, educational qualification and age.

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Section: Review Of Literaturementioning

confidence: 99%

A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility

Singh

Banerjee

2017

Global Business Review

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“…It is not clear how and why such a multiple endorsement strategy can work in East Asian countries. Mooij (1998) For example, a recent study conducted by Um and Lee (2015) revealed that Korean advertising practitioners consider a celebrity's likeability to be the most important criterion when choosing a celebrity endorser in Korea. This finding is surprising and contradicts findings in the existing literature suggesting that the most important selection criteria tend to be the match between the celebrity and the product, and the celebrity's credibility (Erdogan et al, 2001;Erdogan and Baker, 2000;Miciak and Shanklin, 1994).…”

Section: Cultural Differencesmentioning

confidence: 99%

Star power: the evolution of celebrity endorsement research

Yang

2018

IJCHM

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Purpose-The aim of this paper is to summarize the celebrity endorsement literature to identify trends and challenges related to key research areas. Based on a critical review of existing literature, this paper presents several recommendations regarding potential future directions of celebrity endorsement research in hospitality and tourism. Design/methodology/approach-The paper presents a critical review of literature from both the general marketing and hospitality and tourism fields. Findings-Over the past decade, significant progress has been made in hospitality and tourism celebrity endorsement research, with several new constructs being revealed and tested. However, the extant findings are rather mixed and inconclusive because industry features have not been systematically examined and study contexts and samples have varied widely. To advance the hospitality and tourism celebrity endorsement research, an extended meaning transfer model with six propositions is proposed. Several areas for future research are also discussed. Practical implications-This paper offers up-to-date findings on celebrity endorsement to practitioners, and the proposed extended meaning transfer model can provide marketers useful guidelines on selecting appropriate endorsers for their products/brands. Originality/value-In previous studies, scholars mainly used one or more of the three types of celebrity endorser selection models and only examined specific antecedents of effective endorsement. To date, researchers have not yet conceptualized a modified model that captures the unique features of the hospitality and tourism industry and reconciles the mixed findings in the extant literature. This paper proposes an extended meaning transfer model to explain the endorser selection process, provides a good foundational understanding of the extant celebrity endorsement research and makes several recommendations regarding future research directions for hospitality and tourism scholars with implications for practitioners.

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“…Studies have also proven that the expertize of a celebrity is valued by the consumers and enhance their feeling of security (Gilal et al., 2020) and sometimes irrelevant information offered by celebrities in the advertisements also influence consumer perception (Paul & Bhakar, 2018). Consumers are fascinated by the physical appearance of the brand endorsers and celebrity endorsement also facilitates brand awareness (Um & Lee, 2015). Therefore, brands that are endorsed by attractive celebrities tend to influence the behavioural intention of consumers.…”

Section: Introductionmentioning

confidence: 99%

Role of brand experience in shaping brand love

Joshi

Garg

2020

Int J Consumer Studies

150

107

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Consumer–brand relationships are witnessing a tremendous upheaval from the past few years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that reflects the passionate emotional attachment of a consumer with a brand, thus, it has captured the attention of practitioners around the globe. Moreover, Gen Z consumers of countries like India have also shown huge emotional sensitivity while purchasing fashion apparel brands since these brands intensify their social image. The marketers, therefore, are looking out for strategic alternatives to engage the consumer and stimulate their emotions. In view of this, the present study adds to the existing body of literature by introducing novel linkages in branding by examining the mediating role of brand engagement in shaping loyalty intentions. The study also recognizes the moderating role of experience with several proposed relationships concerning brand love. For this purpose, cross‐sectional research was carried out by collecting responses from Gen Z consumers. The results reveal the significant mediating role of brand engagement between brand love and loyalty intention and confirms the moderating role of brand experience in two relationships (i.e., brand trust and brand image) with brand love while insignificant with brand satisfaction. It has also observed direct and indirect effects of brand love, thus, extending existing models and proposed theories. Emerging markets like India have massive potential for marketers in almost all product categories. However, the fashion apparel category has come out as an attractive industry due to the emergence of fashion‐conscious generation, that is, gen Z. The marketers today focus on the loyalty of the customer therefore, a study articulating loyalty intention and its precursors would help in constituting several branding strategies.

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Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement

Cited by 19 publications

References 20 publications

A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility

A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility

Star power: the evolution of celebrity endorsement research

Role of brand experience in shaping brand love

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