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KMID : 0665220140270010120
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Korean Journal of Food and Nutrition
2014 Volume.27 No. 1 p.120 ~ p.127
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Celebrity Endorser Effects of Fast Food Industries on Seoul Highschool and Undergraduate Students
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Kim Hyung-Min
Yoon Ji-Young
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Abstract
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The purpose of this study was to analyze the effects of celebrity endorsers used in fast food industry among highschool and undergraduate students. By taking the sample’s age and income into consideration, the advertisement examples of fast food industries were chosen for this study. Data was collected by questionnaires from 400 students. For statistical analysis, the SPSS V19.0 was used for reliability and factor analysis, chi-square test and regression analysis. The results are as follows: First, there was a significant difference (p<0.01) in advertising effects according to gender and education level. Out of the consumers who were exposed to celebrity endorsers, the highschool students and women showed higher advertising effects. Second, the advertising attitude was positively related to brand images (F: 479.680, p<0.01) and buying intentions (F: 1101.427, p<0.01) as well as brand images on purchase intentions (F: 492.175, p<0.01). In conclusion, the consumers with positive attitudes towards advertisements will also evaluate brand images positively and be more likely to purchase the products.
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KEYWORD
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celebrity endorsers, advertising effectiveness, advertising attitude, brand image, purchasing intention
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