Detail Impact of k-pop celebrity endorsement on Thai brand image   Oleh:  Byun, Eun Mo Jenis: Article from Proceeding Dalam koleksi: American Society of Business and Behavioral Sciences (ASBBS) Proceedings: Feb 2014; Vol. 21 (1), page 1-15. Fulltext: 12 - ASBBS 2014 - p134.pdf (625.97KB) Isi artikel As a result of Korean government’s efforts to sell its cultural assets overseas, a phenomenon of Korean culture acquiring global popularity and consumption called the Korean Wave was created. Since the success of the Korean Wave, it has generated a number of Korean celebrity endorsed brands/products in global regions including Thailand. This research seeks to examine the impact of Korean (K-pop) celebrity endorsement on Thai brand image through achieving two of the research objectives. The research objectives were 1)to identify the perceived qualities (likeability, credibility, similarity and congruence with the brand) of K-Pop celebrities in the eyes of Thai consumers to determine their influence on consumer attitudes and behaviors and 2) to gather the insights of marketers from Thai brands that have employed K-pop endorsers for a comparative analysis with the consumer perceptions. In order to achieve the objectives, both qualitative and quantitative approaches were used. Data collection consisted of a questionnaire survey which was administered to 200 participants aged from 13 to 15 in Bangkok metropolitan area and an in-depth interview with brand executives of brand B-ing and Masita. The findings from the survey revealed that the 4 attributes of the endorsers had a significant influence on the endorsed brand image. Also, the comparative analysis between the respondent perceptions and marketer insight indicated a few flaws in the endorsement strategy. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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