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

Isaac Cheah; Johan Liang; Ian Phau

2018

Scholarcy highlights

  • 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
  • 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

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