인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
As the cosmetics market grows, many mid-range and low-end cosmetics brands have entered the market. These brands are using “idol singers,” an early twenty-something or younger singer who is popular among young people, as their spokesmodels to promote their brands to young people. This study tried to evaluate the effects of using idol singers in brand promotions on teenaged and twenty-something consumers. The effect of the idol singers on brand promotion was analyzed using the following factors: brand image, brand attachment, brand unity and brand loyalty. The study collected data from college students who were fans of idols as well as non-fans. A total of 264 questionnaires were collected. Results showed that the experience type was divided into 3 groups, indifference group (22%), indirect experience group (24.6%) and direct - indirect experience group (53.4%). The direct experience provided a positive effect on brand image, brand attachment and brand unity, which had the most noticeable effect. Direct experience also had affect on brand loyalty indirectly by its influence on brand unity. Therefore, direct experience has been acting as the influential factor among all the factors.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-ECN-0101-2018-381-001241802
