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- 검색키워드
- 저자 : 부 득 민 (검색결과 1 건)
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부 득 민 The Graduate School of Business Administration, Un 2017 국내석사
Using celebrities as brands’ or products’ images is popular in modern advertising. With the explosion of the Internet age and social media, advertisers have a variety of choices to hire celebrities as their endorsers. This paper aims to study the effectiveness of using celebrity endorsement by examining the relationship of consumers’ motives and advertising appeal with their product knowledge and brand attitude. And then it measures the proficiency of the mediate variables and how they affect the advertiser’s purposes – increases of purchase intention and brand community participation. By surveying 226 online respondents, this study tried to give an empirical study to the literature. The data were analyzed by using structural equation modeling (SEM). The results showed that consumers with playful motive and consumers with aspirational motive behave and perceive differently on their product knowledge and brand attitude. Advertising appeals also have impacts on these two mediators. This study also found that product knowledge is a good indicator of influencing consumers’ purchase intention and their participation in brand community. On the other hand, their brand attitudes do not have the same effects on the two dependent variables. Based on the findings, managerial implications and directions for future research are also proposed in this study.
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