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Abstrack
Impact of the Degree of Match-Up between Celebrity Endorser and Advertised Product on Advertising Effectiveness in TV CommercialsNam, In - Yong
Many studies have been carried out on the effectiveness of celebrity endorser. However, the important role of the degree of match-up between celebrity endorser and advertised product was not spotlighted. That's the mediating role between celebrity endorser's attributes and advertising effectiveness. The hypothetical model focusing on the mediating role of the degree of match-up was proposed and tested by experiment using bogus advertisements. In result, the hypothetical model proposed in this study was valid at lagre, but several structural estimates were not significant. Implications are as follows. The degree of match-up can explain the impact of celebrity endorser's attributes on advertising effectiveness comprehensively. In practice, the degree of match-up will be very useful in selecting fittest celebrity endorser for specific product advertisements.keyword : celebrity endorser, the degree of match-up, advertising effectiveness |
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