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Revisiting Effects of Endorsers' Race on Attitudes Toward Ad and Brand

광고 모델의 인종이 광고와 브랜드 태도형성에 미치는 영향에 대한 고찰

  • 이은선 (홍익대학교 광고홍보학부) ;
  • 김여정 (홍익대학교 광고홍보학부) ;
  • 안정선 (홍익대학교 광고홍보학부)
  • Received : 2014.06.19
  • Accepted : 2014.07.07
  • Published : 2014.08.28

Abstract

As the Korean market is becoming increasingly diverse, it is imperative that marketers targeting the Korean market understand the consumers with various racial and cultural backgrounds. The current study investigated the effects of the endorser race (White vs. Black) on the attitudes toward the ad and brand while varying the experimental context (private vs. public) and product type (high involvement-rational vs. low involvement-emotional) with White participants. Impression management was included as a covariate. The results showed that when the endorser was White and the product was an automobile, participants indicated more positive attitudes toward the ad in the private context than in the public context. When the endorser was Black, the context had no significant effects on the attitudes. The implications of these findings for the Korean market are discussed.

Keywords

Endorser Race;Public Context;Private Context;Product Type;Attitude

Acknowledgement

Supported by : 홍익대학교

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