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한류스타의 광고모델 속성으로 인한 기업이미지가 기업의 신뢰와 몰입도에 미치는 영향 - 일본인 방한객의 연령집단 간 비교분석 -

The Influence of Corporate Image on Corporate Trust and Commitment by Advertising Model Attributes of Hallyu Star - Comparative Analysis of Age Groups of Japanese Visitors -

김미주|서정모
한국호텔리조트학회 (Korea Hotel & Resort Association)|2017.05|호텔리조트연구 (Journal of Hotel & Resort)|제16권 제2호|pp. 269-294

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참고문헌

키워드

HallyuCorporate ImageCommitmentCorporate CredibilityJapanese Touristkey words : Celebrity Endorser
주제분류관광학

초록

This study attempted the influences of Hallyu Stars' attributes on benefits that a corporate can have such as corporate image, corporate credibility and corporate commitment. Interestingly, the results are assumed to be different according to age groups. Japanese tourists in their 20s perceived that celebrity's reliability and expertise contributed to enhancement of the corporate image, whereas their perception of attractiveness on Hallyu Stars did not influence enhancement of corporate image. Furthermore, the corporate image positively influenced marketing image of a company. The patterns were different from those of people in their 30s and 40s. Japanese tourists in their 30s strongly perceived reliability of Hallyu Stars and it contributed to a raise of corporate image. Meanwhile, people in their 40s or older highly perceived the stars' expertise and it was connected to enhancement of a corporate responsibility and assurance of investment. A variety of results shed insights on marketing implications.

Abstract

This study attempted the influences of Hallyu Stars' attributes on benefits that a corporate can have such as corporate image, corporate credibility and corporate commitment. Interestingly, the results are assumed to be different according to age groups. Japanese tourists in their 20s perceived that celebrity's reliability and expertise contributed to enhancement of the corporate image, whereas their perception of attractiveness on Hallyu Stars did not influence enhancement of corporate image. Furthermore, the corporate image positively influenced marketing image of a company. The patterns were different from those of people in their 30s and 40s. Japanese tourists in their 30s strongly perceived reliability of Hallyu Stars and it contributed to a raise of corporate image. Meanwhile, people in their 40s or older highly perceived the stars' expertise and it was connected to enhancement of a corporate responsibility and assurance of investment. A variety of results shed insights on marketing implications.

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