유명인의 광고모델 잠재력 지수 개발에 관한 연구 = Developing Models for Celebrities’ Advertising Potentials

다국어 초록 (Multilingual Abstract)

Four approaches have developed explaining the effect of celebrities on consumer perceptions：source credibility model, source attractiveness model, meaning transfer model, and product match－up hypothesis. Considering recent and related changes in this area, this paper suggests more comprehensive measurement model for celebrity evaluations, which includes human personality and “brand personality.” This study examined 1,063 words to measure celebrity traits and factor－analyzed 112 items.Using systematic approach 5－factor model was considered most appropriate：Extro- version, Attractiveness, Trustworthiness, Kindness, and Knowledge. Among 5 factors extroversion, attractiveness, and trustworthiness have 2 sub－dimensions respectively：sociableness and cheerfulness are sub－dimensions of extroversion. Fashion leadership and physical attractiveness are sub－dimensions corresponding to attractiveness and stability and power correspond to trustworthiness. The reliability and validity of the 5－factor model was empirically tested using various predicting variables.I this this model will provide a useful base for developing more robust measurement indices for celebrities' marketing potentials.

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