중국소비자의 한국패션브랜드 반응에 대한 K-pop 휴먼브랜드의 역할

The Role of K-Pop Human Brand in Chinese Consumers' Response to Korean Fashion Brands

This study examines the effect of K-Pop human brand on Chinese consumer response toward Korean fashion brands. A self-administered questionnaire was developed based on literatures and included human brand attributes, brand attachment, brand commitment, and brand loyalty for the Korean fashion brands sponsored by K-Pop celebrities. A total of 226 responses was obtained from Chinese females who were aged from 18 to 32 years old. For data analysis, factor analysis and multiple regression were used. Factor analysis showed that K-Pop human brand attributes consisted of three factors: Trustworthy, Attractiveness, and Expertise . Of three factors, attractiveness and expertise had significant effects on brand attachment toward fashion brand sponsored by K-pop human brands; trustworthy and attractiveness had significant effects on brand commitment toward the Korean fashion brand. Also, brand attachment and commitment mediated the effect of human brand attribute on brand loyalty. This study supports brand attitude relevant to celebrity endorsement, and provides an implication for effectiveness of K-pop star marketing communication in Chinese fashion market.