부정적 정보유형에 의해 초래된 매력적 여성유명인모델의 광고모델적 가치변화가 광고태도 및 상품평가에 미치는 영향 - 인쇄광고에서의 상표연상집합의 조절효과

Celebrity endorsement advertising is a prevailing advertising technique. Then many studies have been carried out on the effectiveness of celebrity endorser in advertising. What happens, however, if either during or after an advertising campaign negative information about the celebrity becomes public? It is surprising that so little research has focused on the negative effect of celebrity endorser derived from negative celebrity information or events. This research examined the effect of the negative information about a celebrity. The results of this study can be summarized as follow; Negative celebrity information, especially social issues, had strong effect on celebrity endorser's attributes and advertising attitude, brand evaluation. Though advertisers expect that audience's positive feelings about celebrities transfer to the endorsed brand, this research shows that a lowered evaluation of the celebrity can lower brand evaluations. And mediating role of associative set size with endorsed brands had a somewhat weaker effect than my expectation. One plausible explanation is that subjects had a loose or tight association with experimental situations.