Abstract
Abstract As media is becoming more influential in the era of new media, the impact and the power of celebrities of stage and screen have become greater than ever. Gradually, consumers tend to make their purchase decisions based on the symbolic and imagery aspects rather than substantial use of a product. Thus, popularity, affinity, and image of celebrities have a great impact on consumers so that wide range of consumers can be effectively led to mass purchase (The Korea Economic Daily, 2006). Accordingly, media is fully utilized not only as a direct commercial medium, but also as a vehicle for the spread of fashion trend via celebrities. Thus, a ‘star marketing’ strategy is fully activated and many celebrities not only promote brand awareness, but also stimulate consumer desires with sponsorship brands. In addition, face-saving Korean culture encourages the growth of public interests towards celebrity sponsorship brands. However, researches that examined the social and psychological factors of conforming ...
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