유명인 광고모텔속성이 외식브랜드에 대한 애착과 애호도에 미치는 영향 - 브랜드 커뮤니티 이용정도의 조절효과 -

Advertising frequently is used celebrities as credible sources to influence advertising attitudes, brand attitudes and corporation attitudes. The purpose of this study is to investigate the influence of celebrity’s traits on consumer evaluation to the food-service brand. In addition, we tested the moderating effect of brand community level when consumers setting up their brand attitudes. Given hypotheses of celebrities’ advertising attitudes are characterized as trustworthiness, attractiveness, visibility and expertness. To collect the data, survey was taken in universities located in Seoul and Daejeon. Collected data is analysed using SPSS18.0 and AMOS14.0. The results show that when the celebrity is perceived as more trustworthy, attractive, visibily and expert, the consumer is more likely to become strongly attached to the brand. The hypothesis that the consumer’s attachment to food-service brand will have the positive influence on the evaluation for brand preference is supported. And hypothesis that consumer’s brand attachment is moderated by brand community level is also supported.