Beyond borders: The transcendent effect of Korean celebrity credibility on brand perceptions among Malaysian youth - A necessary condition analysis
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View abstract on PubMed
Summary
This summary is machine-generated.Korean celebrity endorsements boost brand image in Malaysia. Expertise and self-satisfaction are key drivers, with attractiveness and trustworthiness also necessary for effective marketing strategies.
Area Of Science
- Marketing
- Consumer Behavior
- Cultural Studies
Background
- The Korean Wave is a significant global cultural phenomenon, particularly influential in Asian markets like Malaysia.
- Celebrity endorsements are a common marketing strategy, but their effectiveness requires nuanced understanding.
Purpose Of The Study
- To introduce and apply Necessary Condition Analysis (NCA) to understand factors influencing brand image through celebrity endorsements.
- To investigate the impact of celebrity credibility (attractiveness, expertise, trustworthiness) and consumer self-satisfaction on endorsed brand perception.
- To identify essential conditions for effective Korean celebrity endorsements in Malaysia.
Main Methods
- Online survey of 100 young Malaysian consumers.
- Partial Least Squares Structural Equation Modelling (PLS-SEM) for data analysis.
- Necessary Condition Analysis (NCA) to determine essential factors.
Main Results
- Expertise and self-satisfaction significantly enhance endorsed brand perception.
- NCA confirms expertise, trustworthiness, attractiveness, and self-satisfaction are crucial for brand image.
- Self-satisfaction and expertise are identified as critical conditions, while attractiveness and trustworthiness are necessary but not individually impactful.
Conclusions
- Korean celebrity endorsements are strategically important for marketing in Malaysia.
- Understanding the interplay of credibility attributes and self-satisfaction is vital for optimizing endorsement effectiveness.
- NCA provides valuable insights into the necessary conditions for successful celebrity branding within the context of the Korean Wave.
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