Abstract
The Image Congruency between the Advertising Model
and Brand
- Moderating Effect of the Involvement in the Hallyu
Star
Han, Eun-kyoung
(Associate Professor,
Dept. of Journalism & Mass Communication, Sungkyunkwan
University)
Chang, Woo-sung
(Doctoral Student,
Dept. of Journalism & Mass Communication, Sungkyunkwan
University)
This study examined the image congruency between
the advertising model and brand like Bae and Choi who
are appointed as a leading commercial advertisement
model in Japan. It was conducted by the survey research.
After giving out 250 questionnaires at Tokyo, 216 were
collected. 178 surveys were used for analyzing an ad
played Bae, and 153 were employed for Choi. The result
of analysis, the ad which was appointed by Bae in the
first hypothesis was all significant. The ad, on the
other hand, which was played by Choi showed a significant
difference only in an item responding to whether Japanese
has ever been to Korea, or not. Besides, the second
hypothesis which represents a moderating effect of the
involvement for the image congruency between the advertising
model and brand was partially demonstrated. Namely,
Japanese attitude of the advertising “ORONAMIN C”
drink was appeared by Bae was the interactive effect
of the involvement in both of the emotional and sophisticated
correspondence. However, the advertising “Macadamia”
chocolate was acted by Choi was significant merely in
the sophisticated correspondence. As noticing, the hypotheses
in this study were all supported only in the case of
Bae as much as it seems that the major consumers of
the Korean Wave in Japan were the fans for Bae. That
is, it also shows indirectly the Korean Wave phenomena
in Japan are not free from the ‘Yonsama effect’.
Key words : korean wave(Hallyu), advertising model,
image congruency, moderating effect
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