A Study on Effect of Brand Familiarity and Degree of Endorser's Celebrity to Advertising Efficiency

Youn, Sungwon(PR and Advertising Major The Graduate School of Mass Communication, Chung-Ang University)

The purpose of this is to know the effect of brand familiarity and endorser on Aad, Ab, purchase intentions, correlations between Aad and Ab.

The overall factorial design of the study was 2(brand familiarity) ×2(degree of endorser's celebrity) variable factorial design. The independent variables were brand familiarity and degree of endorser's celebrity and the dependent variables were Aad, Ab, and PI. The research was held at Seoul Industrial University and 180 questionnaire sheets were collected. They were analyzed by two-way ANOVA and Correlation Analysis.

The results of the study exhibited a significant effect of degree of endorser's celebrity on Aad, and a significant effect of brand familiarity on Ab and purchase intentions. Correlation Effect didn't appear in Aad due to brand familiarity(high, low) and degree of endorser's celebrity(celebrity endorser/non-celebrity endorser). Correlation Effect exhibited in Ab and purchase intentions due to brand familiarity and degree of endorser's celebrity and the effect of Ab and purchase intentions were the highest when celebrity endorser starred in advertisement of familiar brand. When the correlation between Aad and Ab due to brand familiarity and degree of endorser's celebrity were speculated, correlation values for unfamiliar brand starring celebrity endorser was higher tan for high brand familiarity and correlation values for familiar brand advertisement starring non-celebrity endorser was higher than for unfamiliar brand. In sum, Salient Attribute Hypothesis of Mackenzie, Lutz, Belch(1983) and Wanseok Kim, Yunsook Kwon which speculates Aad influence on Ab for unfamiliar brand is higher than for familiar brand.