유명인의 광고 중복 출연이 광고효과에 미치는 영향에 관한 연구

초록

The purpose of this study was an empirical analysis and comparison concerning effectiveness of the advertisements and the attitudes toward non-exclusive and exclusive celebrity endorsers. The findings of this study revealed that the efficacy of the commercials subject to the frequency of the appearance of the celebrity did have statistically significant impacts on the factors of the effects of the commercials such as the attitude toward the commercials and the attitude toward the brand, except for the purchase intention. The findings of this research offered researchers a unique view of this field and some directions for future study. Based on these findings, this study suggested several implications for celebrity endorser in advertising.

키워드