Lessons from the Rich and Famous By: Sejung Marina Choi, Wei-Na Lee, and Hee-Jung Kim. Journal of Advertising. Summer 2005 (85-96)
Abstract:
The celebrity endorsements on TV of the U.S. and Korea are studied based on the characteristics of low context, high context, individualism, and collectivism.
Article Summary:
A study was undertaken which focuses on celebrity endorsements on TV found in the U.S. and Korea. Marketers invest significant sums in celebrity endorsements. Many countries adopt the celebrity endorsement strategy. By comparing the ones found on TV in the U.S. and Korea, researchers were able to look for common trends or differences.
Celebrity endorsements date back to the 19th century. Previous studies on celebrity endorsements focused on credibility and attractiveness. Based on these previous studies, researchers established the "match-up hypothesis." This stated that the closer the match between celebrity and the product, the more effective the celebrity......

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Title: Lessons From The Rich And Famous By: Sejung Marina Choi, Wei-Na Lee, And Hee-Jung Kim.
Approximate Word Count: 546
Approximate Pages: 3 (250 words per double-spaced page)

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