Abstract

The Effect of Celebrity Endorser on Children¡Çs Attitudes by Age Differences and Product Types

Kim, sung-key, Ph.D.
Researcher, Institute of Business, Jungang University

Kwak, dong-sung, Ph.D.
Professor, Dept. of Business Administration, Jungang University

Advertisers use popular singer, comedian, talent, sports player, cartoon character as a celebrity endorse in advertising to children who are less developed in socialization. The use of celebrity endorsers in advertising led to not only more favorable advertise rating but also more positive product evaluation and purchase intent.

This research was conducted to explore how celebrity endorsers in advertisements for children affect the children¡¯s attitude-toward-advertising and the attitude-toward-bran after they recognize the characteristics of celebrity endorsers. This study was also conducted to examine that the stages of children¡¯s cognitive development and the type of product are able tod play a role as mediating variables to the effects of celebrity endorsers in children-advertising on the attitude-toward-advertising and attitude-toward-brand.

The results showed that, in case of the third grade students, likeability has a more positive influence on both the attitude-toward-advertising and the attitude-toward-brand for directly purchased products. In case of the sixth grade students, likeability has a more positive influence on both the attitude-toward-advertising and the attitude-toward-brand for directly purchased products. Expertise also has a more positive influence on both the attitude-toward-advertising and the attitude-toward-brand for indirectly purchased products.

Key Word : likeability, Expertise, Similarity, attitude-toward-advertising, attitude-toward-brand