Practitioners’ celebrity endorser selection criteria in South Korea: an empirical analysis using the Analytic Hierarchy Process

Autor:	Myung-Il Choi, Bong-chul Kim, Jooyoung Kim, Ha-Na Kim
Rok vydání:	2017
Předmět:	Potential risk Communication 0502 economics and business 05 social sciences Analytic hierarchy process 050211 marketing Advertising Business Marketing Popularity 050203 business & management Selection (genetic algorithm) Education
Zdroj:	Asian Journal of Communication. 27:285-303
ISSN:	1742-0911 0129-2986
DOI:	10.1080/01292986.2017.1284247
Popis:	This study investigated how clients and advertising agencies in Korea prioritized celebrity selection criteria differently. Responses from 50 client-side and 50 agency-side executives in Korea were analyzed using the Analytic Hierarchy Process. Results show that the brand-centered factor ‘Match-up’ was considered most important by both clients and agencies but that the celebrity-centered factor ‘Popularity’ was ranked quite differently (i.e. second by agencies and fourth by clients, out of five factors). Other factors (i.e. Availability and Potential Risk) were ranked similarly. The main finding of the study is that Korean ad agencies and clients placed different weight on celebrity endorser selection criteria. This finding is particularly valuable to national and international advertisers who are deliberating about celebrity endorsement for the Korean market.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3121d51b465426349e5efba2d0a060f6 https://doi.org/10.1080/01292986.2017.1284247 Zobrazit plný text záznamu