한류스타의 광고모델 속성이 중국 소비자들의 한국 브랜드 이미지, 신뢰 및 충성도에 미치는 영향

The Effects of Advertising Model Attributes of Hallyu Celebrities on Chinese Consumer’s Korean Brand Image, Trust and Loyalty

The purpose of this study is to examine how advertising model attributes of Hallyu celebrities influence on Chinese consumer response relative to Korean brand image, brand trust and brand loyalty. For this purpose, a research model and hypotheses are developed based on the relevant literature reviews. Data have been collected from MBA students in Beijing, Shanghai and Guangzhou province and the research hypotheses were tested by structural equation modeling analysis. The results obtained by actual analysis are as follows. First, Among the three factors of Hallyu celebrities’ advertising model attributes, reliability and expertise have a positive effect on Korean brand image and brand loyalty. Second, brand image has a positive effect on brand trust and brand loyalty while brand trust has a positive effect on brand loyalty. These results suggest proper differentiated Hallyu star marketing strategic needs that can help Korean companies in China in more effectively using the Hallyu star endorsements to enhance the influence and competitiveness of enterprises in the local scene and the world.