스타 셰프의 휴먼 브랜드 속성이 밀키트 제품에 대한 브랜드 이미지 및 프리미엄 가격 지불의도에 미치는 영향
Effects of Celebrity Chef Human Brand Attributes on Meal Kit Brand Image and Consumers' Willingness to Pay a Price Premium
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This study aims to examine how celebrity chef human brand attributes (expertise, attractiveness, and trustworthiness) affect the brand image of meal kit products and consumers' willingness to pay a price premium, and to test the mediating effect of brand image in this process. An online survey was conducted from September 22 to 26, 2025, with consumers who had purchased and used celebrity chef collaborative meal kits, yielding 219 valid responses. The measurement instruments were composed of validated items based on prior studies (human brand: 13 items; brand image: 5 items; willingness to pay a price premium: 3 items). After exploratory factor analysis and reliability testing, correlations, multiple regression analysis, hierarchical regression analysis, and the Sobel test were employed to verify inter-variable effects and mediation. The results showed that (1) all sub-attributes of the human brand had a significant positive effect on brand image, and (2) brand image significantly increased willingness to pay a price premium. (3) In the mediation test, expertise and attractiveness exhibited full mediation through brand image, while trustworthiness showed partial mediation. These findings suggest that celebrity chef collaborations strengthen brand image and thereby increase consumers' acceptance of price premiums in meal kits, which have strong experience-good characteristics. By refining the consumer persuasion pathway in the meal-kit market—whereby the human brand leads to willingness to pay a price premium via brand image—this study extends brand equity research and provides related practical design guidelines.
Abstract
This study aims to examine how celebrity chef human brand attributes (expertise, attractiveness, and trustworthiness) affect the brand image of meal kit products and consumers' willingness to pay a price premium, and to test the mediating effect of brand image in this process. An online survey was conducted from September 22 to 26, 2025, with consumers who had purchased and used celebrity chef collaborative meal kits, yielding 219 valid responses. The measurement instruments were composed of validated items based on prior studies (human brand: 13 items; brand image: 5 items; willingness to pay a price premium: 3 items). After exploratory factor analysis and reliability testing, correlations, multiple regression analysis, hierarchical regression analysis, and the Sobel test were employed to verify inter-variable effects and mediation. The results showed that (1) all sub-attributes of the human brand had a significant positive effect on brand image, and (2) brand image significantly increased willingness to pay a price premium. (3) In the mediation test, expertise and attractiveness exhibited full mediation through brand image, while trustworthiness showed partial mediation. These findings suggest that celebrity chef collaborations strengthen brand image and thereby increase consumers' acceptance of price premiums in meal kits, which have strong experience-good characteristics. By refining the consumer persuasion pathway in the meal-kit market—whereby the human brand leads to willingness to pay a price premium via brand image—this study extends brand equity research and provides related practical design guidelines.