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Full-Text Articles in Business
소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향, Kwang Ho Ahn, Jae Hwan Lee
소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향, Kwang Ho Ahn, Jae Hwan Lee
Asia Marketing Journal
This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer`s attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers` need satisfaction and star traits as major causal factors that influence consumer`s attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the …