Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands
This study examines the influence of idol attachment and consumer fanaticism on consumers’ attitude toward celebrity product placement of luxury fashion brands in Korean television dramas. A 2 × 2 research design was used to examine two different product categories (fashion apparel vs. fashion acces...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
John Wiley & Sons
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/73300 |
| _version_ | 1848762977654669312 |
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| author | Cheah, Isaac Liang, J. Phau, Ian |
| author_facet | Cheah, Isaac Liang, J. Phau, Ian |
| author_sort | Cheah, Isaac |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study examines the influence of idol attachment and consumer fanaticism on consumers’ attitude toward celebrity product placement of luxury fashion brands in Korean television dramas. A 2 × 2 research design was used to examine two different product categories (fashion apparel vs. fashion accessories) and two celebrities (Kim Soo Hyun vs. Jun Ji-Hyun). Respondents were screened and limited to those who were aware of the Korean television drama My Love from the Star. The findings show that the gender of celebrity and the category of product placement have differential impacts on viewers or fans’ attitudes and intention toward the product placement. |
| first_indexed | 2025-11-14T10:56:08Z |
| format | Journal Article |
| id | curtin-20.500.11937-73300 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:56:08Z |
| publishDate | 2018 |
| publisher | John Wiley & Sons |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-733002020-07-24T01:23:58Z Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands Cheah, Isaac Liang, J. Phau, Ian This study examines the influence of idol attachment and consumer fanaticism on consumers’ attitude toward celebrity product placement of luxury fashion brands in Korean television dramas. A 2 × 2 research design was used to examine two different product categories (fashion apparel vs. fashion accessories) and two celebrities (Kim Soo Hyun vs. Jun Ji-Hyun). Respondents were screened and limited to those who were aware of the Korean television drama My Love from the Star. The findings show that the gender of celebrity and the category of product placement have differential impacts on viewers or fans’ attitudes and intention toward the product placement. 2018 Journal Article http://hdl.handle.net/20.500.11937/73300 10.1002/mar.21163 John Wiley & Sons restricted |
| spellingShingle | Cheah, Isaac Liang, J. Phau, Ian Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands |
| title | Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands |
| title_full | Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands |
| title_fullStr | Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands |
| title_full_unstemmed | Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands |
| title_short | Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands |
| title_sort | idolizing “my love from the star”: idol attachment and fanaticism of luxury brands |
| url | http://hdl.handle.net/20.500.11937/73300 |