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• W2078583458 abstract "As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20`s to early 30`s who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust." @default.
• W2078583458 created "2016-06-24" @default.
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• W2078583458 date "2009-03-31" @default.
• W2078583458 modified "2023-09-25" @default.
• W2078583458 title "The Effects of the Attributes of Korean Celebrity Advertising Models on Chinese Consumer's Intention to Purchase Korean Fashion Brands" @default.
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• W2078583458 doi "https://doi.org/10.5850/jksct.2009.33.3.477" @default.
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