The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Research on female consumer responses according to advertising model types of a senior apparel brand

시니어 의류 브랜드의 광고모델 유형에 따른 여성 소비자 반응 연구

  • Received : 2016.01.21
  • Accepted : 2016.02.11
  • Published : 2016.02.29
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Abstract

Study objectives are: 1) to investigate the difference in consumer perceptions of the model's image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model's image and the consumer's self image, the difference between the model's image and the brand's image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model's images and physical attractiveness according to each model type. The consumer's attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model's image and the consumers' self-image, nor by the difference between the model's image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model's image fits well with their self-images or the brand's image when building an attitude toward the advertising model, and this precedes the consumer's attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.

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