Influence of fan loyalty on fans' behavior of purchasing products endorsed by idolized idol' brands

Abstract

Celebrity endorsement is a commonly used marketing method, since the 1980s, most companies have chosen celebrity endorsement, celebrity endorsement in today's era of the full outbreak of celebrity endorsement can be seen everywhere by different brands. Not only that, along with the Internet access to the entertainment industry, the development of fan culture, but also because of the development of fan culture, followed by the generation of "fan economy",: fan economy "in today's market is a force that cannot be ignored. The loyalty of the fans to the celebrities included in the fan economy is an important criterion for the development of the fan economy. This paper only takes star loyalty as the research objective to study its influence on fans' behavior of purchasing products endorsed by idol brands. This paper uses a questionnaire to conduct a survey, and the respondents are all fans of the Korean idol group NCT. Behavioral loyalty and attitudinal loyalty are studied, and finally, it is concluded that fan loyalty has an impact but not a correlation on fans' behavior of purchasing idol brand endorsement products.