What is Not an Effective K-Pop Marketing Practice: Korean Exports Riding on the Hallyu Wave

Sumin Kim; Seongun Jeon; Youjae Yi

doi:10.1080/13602381.2024.2428709

What is Not an Effective K-Pop Marketing Practice: Korean Exports Riding on the Hallyu Wave

Sumin Kim, Seongun Jeon, Youjae Yi^*

^*Corresponding author for this work

School of Management - Business School

Research output: Contribution to journal › Article (Academic Journal) › peer-review

3 Citations (Scopus)

68 Downloads (Pure)

Abstract

Limited research has explored how Korean pop (K-pop) fans respond to incongruent celebrity endorsements, where the celebrity’s image conflicts with the brand they endorse. This study, conducted with 525 consumers of Hallyu (Korean Wave), reveals that fans react angrily when a celebrity’s image does not align with the endorsed brand. Such anger significantly reduces their willingness to purchase products or services associated with these celebrities. The findings highlight the critical importance of aligning celebrities’ images with their endorsed brands to maintain fan support and achieve business success.

Original language	English
Journal	Asia Pacific Business Review
Early online date	18 Nov 2024
DOIs	https://doi.org/10.1080/13602381.2024.2428709
Publication status	E-pub ahead of print - 18 Nov 2024

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© 2024 Informa UK Limited, trading as Taylor & Francis Group.

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10.1080/13602381.2024.2428709

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This is the accepted author manuscript (AAM) of the article which has been made Open Access under the University of Bristol's Scholarly Works Policy. The final published version (Version of Record) can be found on the publisher's website. The copyright of any third-party content, such as images, remains with the copyright holder.
Accepted author manuscript, 402 KBLicence: CC BY

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title = "What is Not an Effective K-Pop Marketing Practice: Korean Exports Riding on the Hallyu Wave",

abstract = "Limited research has explored how Korean pop (K-pop) fans respond to incongruent celebrity endorsements, where the celebrity{\textquoteright}s image conflicts with the brand they endorse. This study, conducted with 525 consumers of Hallyu (Korean Wave), reveals that fans react angrily when a celebrity{\textquoteright}s image does not align with the endorsed brand. Such anger significantly reduces their willingness to purchase products or services associated with these celebrities. The findings highlight the critical importance of aligning celebrities{\textquoteright} images with their endorsed brands to maintain fan support and achieve business success.",

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AB - Limited research has explored how Korean pop (K-pop) fans respond to incongruent celebrity endorsements, where the celebrity’s image conflicts with the brand they endorse. This study, conducted with 525 consumers of Hallyu (Korean Wave), reveals that fans react angrily when a celebrity’s image does not align with the endorsed brand. Such anger significantly reduces their willingness to purchase products or services associated with these celebrities. The findings highlight the critical importance of aligning celebrities’ images with their endorsed brands to maintain fan support and achieve business success.

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What is Not an Effective K-Pop Marketing Practice: Korean Exports Riding on the Hallyu Wave

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