[논문]복수 유명인 옹호광고 효과에 영향을 미치는 요인들 연구

엄남현

doi:10.5392/jkca.2020.20.05.271

복수 유명인 옹호광고 효과에 영향을 미치는 요인들 연구
Factors Predicting the Effectiveness of Multiple Celebrity Endorsement 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.20 no.5, 2020년, pp.271 - 280

초록
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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.

Abstract ▼ AI-Helper

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.

주제어

표/그림 (5)

그림 Figure 1 Original Model
그림 Figure 2 Modified Model
표 Table 1 Correlation Matrix, CR, AVE, and Descriptive Statistics for the Measurement Model
표 Table 2 Parameter estimates for causal paths: Original Model
표 Table 3 Parameter estimates for causal paths: Modified Model

AI 본문요약
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문제 정의

Lastly, in a similar vein, portfolio-consumer fit refers to the extent with which consumers identify with celebrity endorsers in the multiple celebrity endorsement context. The current study is deemed significant in the sense that this research will further broaden our understanding of the effectiveness of multiple celebrity endorsement.
Thus, the objective of the current study is to investigate which factors influence the effects of multiple celebrity endorsement. Three factors, such as portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit, will be examined as predictors which affect a consumer’s attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement.

가설 설정

H1: Portfolio-brand fit has a positive impact on attitude towards the ad.
001). H2 proposes that portfolio-celebrity fit has a positive impact on attitude toward multiple celebrity endorsement. Study results show that portfolio-celebrity fit had a significant relationship to attitudes toward multiple celebrity endorsement (t = 2.
H2: Portfolio-celebrity fit has a positive impact on attitude toward the ad.
05). H3 states that portfolio-consumer fit has a positive impact on attitudes toward multiple celebrity endorsement. As expected, the study results show that portfolio-consumer fit had a significant impact on attitudes toward multiple celebrity endorsement (t = 2.
H3: Portfolio-consumer fit has a positive impact on attitude toward the ad.
05). H4 posits that attitudes toward an ad will have a positive impact on attitudes toward a brand. As shown in [Table 3], attitudes toward an ad are found to have a significant impact on attitudes toward a brand (t = 18.
H4: Attitude toward the ad will have a positive impact on attitude toward the brand.
H5: Attitude toward the brand will have a positive impact on purchase intention.

제안 방법

Then, participants were exposed to multiple celebrity endorsement print ads (three single celebrity endorsement ads). Following that, they were asked to answer several questions regarding portfolio brand fit (i.e., congruence between three celebrity endorsers and their endorsed brand), portfolio celebrity fit (i.e., congruence among three celebrity endorsers), and portfolio consumer fit (i.e., congruence between three celebrity endorsers and consumers). Finally, they were asked to answer demographic questions such as age, gender, years in college, and so forth.
In this study, the model fit was judged on the basis of five primary criteria – Normed Fit Index (NFI), Comparative Fit Index (CFI), Goodness of Fit Index (GFI), the Standardized Root Mean Squared Residual (SRMR), and the Root Mean Squared Error of Approximation (RMSEA).
To measure portfolio-brand fit, portfolio celebrity fit, and portfolio consumer celebrity fit, Rifon, Choi, Trimble, and Li’s[24] scale from the sponsorship research was adopted and modified accordingly.
To measure purchasing intentions, the study used five items–never/definitely, definitely do not intend to buy/definitely intend to buy, very low/high purchase interest, definitely not buy it/definitely will buy it, and probably not buy/probably will buy.
To test the proposed hypotheses, three single celebrity endorsement ads were created, with the help from a professional advertising practitioner, as stimuli for this study. Of two types of multiple celebrity endorsements (the simultaneous or sequential type of endorsement), the current study took the format of the sequential type of multiple celebrity endorsement since this type of multiple celebrity endorsement is more frequently observed in the real world.

대상 데이터

Of two types of multiple celebrity endorsements (the simultaneous or sequential type of endorsement), the current study took the format of the sequential type of multiple celebrity endorsement since this type of multiple celebrity endorsement is more frequently observed in the real world. Each celebrity endorsement ad features one of three celebrities chosen for this study. The layout, headlines, body copy and visual elements were identical in the three celebrity endorsement ads.
For this study, a total of 375 subjects participated. However, after removing 21 incomplete responses, 354 subjects (university students) remained for further analysis.
The layout, headlines, body copy and visual elements were identical in the three celebrity endorsement ads. Three celebrities, voted as the most favorable celebrities among coffee brand celebrity endorsers by Tillion Panel[23], were chosen for the current study. In terms of the choice of product, coffee was selected as a product because coffee consumption is reported high among 20-something aged individuals in Korea.

데이터처리

The correlation results indicate significant relationships among measured variables. To test the structural model concerning the relationships among the variables, the path analysis was performed via SPSS AMOS 21.0. [Figure 1] shows the original model.

이론/모형

To create an online survey, this study utilized Qualtrics, a web-based survey tool. The web-based survey opened with an informed-consent notice; participants were then asked to click on the “proceed” button if they agreed to participate in the study.

성능/효과

After the model modification, the goodness of fit statistics demonstrated that the modified model provided a better fit (x2 = 5.73, df = 7, p < .001; NFI = .96; GFI = .97; CFI = .96; SRMR = .062; RMSEA = .078).
As expected, the study results show that portfolio-consumer fit had a significant impact on attitudes toward multiple celebrity endorsement (t = 2.16, p < .05).
Second, their congregated images should be congruent with targeted audiences as well as with their endorsed brand or service if the advertising campaign is to communicate effectively. Third, fit between multiple celebrity endorsers and their endorsed brand needs to be considered when it comes to creating an ad campaign since the fit plays an important role in evaluation of ads and the endorsed brand.

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