편의점 도시락 이용 대학생에 관한 스타마케팅 효과 연구: 스타의 보증이론을 중심으로

Celebrity marketing has recently witnessed a success in convenience store lunch boxes, especially appealing to ideas of motherhood for college students. The theoretical background is summarized into source credibility theory and match-up hypothesis in explaining celebrity endorsements. The problem is that celebrities’ motherhood image and the lunch boxes’ fast food image are unmatched with limited explanations. It was hypothesized that awareness of the celebrities’ role in the primary market was needed to gain more explanatory power over social reality. The purpose of this study was to find additional variables to support the existing research models. Empirical data collected from S college students in Busan were tested for two variables: awareness and personification. Awareness significantly influenced source credibility; related variables and personification also significantly affected advertising attitude and purchase intention. The findings support the previous models. Celebrities’ motherhood message was delivered in fast food-style lunchboxes due to the advertisement models’ previous image as representing Korean traditional mothers’ roles. Theoretical significance of this study was to find the variables such as awareness and personification in order to build up more elaborate celebrity endorsement models. For practitioners, more effective endorsements can be attained by aggressive collaboration with the entertainment industry, which is expected to yield a more consistent image of advertising models.