아이돌 광고모델 특성 지각의 효과 - 우상화를 통한 패션 브랜드 태도 형성 메커니즘 -

초록

The use of K-pop idols as advertising models in fashion and luxury brands has been rapidly expanding. Previous studies have demonstrated that the characteristics of celebrities, such as attractiveness, credibility, and expertise, significantly influence advertising and brand attitudes. Based on this line of research, there is a growing need for an integrated understanding of the psychological processes through which idol characteristics lead to brand attitudes. Accordingly, this study empirically examines a structural model in which idol characteristics influence brand attitudes through the mediating roles of idolization and advertising attitudes. Using survey data, regression and mediation analyses were conducted. The results indicate that among idol characteristics, only credibility has a significant effect on idolization. Idol characteristics were found to have a direct effect on brand attitudes, as well as indirect effects through idolization and advertising attitudes. These findings confirm a partial mediation structure in the relationship between idol characteristics and brand attitudes. In particular, a serial mediation pathway where idol characteristics enhance idolization, which in turn leads to advertising attitudes and ultimately to brand attitudes, was also found to be statistically significant. These results suggest that the effectiveness of idol advertising models is not solely based on attribute evaluation but is also formed through relational trust and emotional identification. Furthermore, this study contributes by identifying the structural role of idolization in advertising model strategies.

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