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

University of Bristol Business School

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

5 Citations (Scopus)

286 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
Pages (from-to)	532-547
Number of pages	16
Journal	Asia Pacific Business Review
Volume	32
Issue number	3
Early online date	18 Nov 2024
DOIs	https://doi.org/10.1080/13602381.2024.2428709
Publication status	Published - 1 Jul 2026

Bibliographical note

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

Access to Document

10.1080/13602381.2024.2428709

Full-text PDF (accepted manuscript)
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

Handle.net

Persistent link

Cite this

@article{b1926824b092411ab16599249c65df7b,

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.",

author = "Sumin Kim and Seongun Jeon and Youjae Yi",

note = "Publisher Copyright: {\textcopyright} 2024 Informa UK Limited, trading as Taylor \& Francis Group.",

year = "2026",

month = jul,

day = "1",

doi = "10.1080/13602381.2024.2428709",

language = "English",

volume = "32",

pages = "532--547",

journal = "Asia Pacific Business Review",

issn = "1360-2381",

publisher = "Routledge",

number = "3",

}

TY - JOUR

T1 - What is Not an Effective K-Pop Marketing Practice

T2 - Korean Exports Riding on the Hallyu Wave

AU - Kim, Sumin

AU - Jeon, Seongun

AU - Yi, Youjae

PY - 2026/7/1

Y1 - 2026/7/1

N2 - 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.

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.

U2 - 10.1080/13602381.2024.2428709

DO - 10.1080/13602381.2024.2428709

M3 - Article (Academic Journal)

SN - 1360-2381

VL - 32

SP - 532

EP - 547

JO - Asia Pacific Business Review

JF - Asia Pacific Business Review

IS - 3

ER -

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

Abstract

Bibliographical note

Access to Document

Handle.net

Fingerprint

Cite this