문화예술상품 스타 마케팅에 대한 소비자의 반응: 스타의 브랜드 확장 시 장르 유사성과 기술적 방향성을 중심으로

초록

The purpose of this study was to explore the effectiveness of star marketing incultural products. Star marketing is that stars are cast in cultural products to reduce market risk. However, when stars from other popular genres are cast and they do not have the abilityforperforming, star marketing may be unsuccessful. To examine consumer response towardthestar marketing, we focused on the genre similarity and the technical direction in the star extension. In this study, the star extension meant that a star extends his/her field to other genre (Forexample, Actor → Singer or Singer → Actor, etc.). In the human brand perspective(Thomson2006), we empirically tested the consumer responses for the star genre extension. Accordingtothe previous studies, the brand extension was more successful when a brand extendedintomore similar and into more technically downward categories (Aaker &Keller 1990; Jun, Mazumdar & Raj 1999). Similar to the brand extension, we assumed that the consumer attitudeis more positive when a star extends into more similar genre and the extended genre is moretechnically downward than the original genre of the star. The research was structured as a 3 (Star : Musical Actor, Singer, TV Drama Actor) X2(Extension Genre : TV Drama, Record, Musical Plays, not original genre of the star). 86pretestparticipants were asked the distance between one genre and the other, and the degreeof difficulty for star genre extension to determine the genre similarity and the technical direction. as experimental stimuli (genre similarity: close VS distant, and technical direction: downwardVS upward). 305 data were collected from potential audiences including university students whowere mainly women in their 20~30s. Participants were exposed one of six articles randomlyand asked the attitude toward the star and the product of the article which were measuredusing a 7-point Likert scale. Also, the data were analyzed using factor analysis, reliabilityanalysis, t-tests, and Two-way ANOVA through the SPSS 18.0 package. As <Table 2>, the result of this study showed that the participants favored the star andtheextended product when the star extended into more similar genre and the extended genrewasmore technically downward than the original genre of the star. If the star is cast fromothergenre for the purpose of marketing, producers and cast directors consider a star’s perceive dexpertise and the genre similarity between his/her original genre and the extension genre. Furthermore, the consumer involvement of the cultural product influenced the consumere valuation of the star extension. We explored that the consumer involvement affected the consumer attitude for the star extended products. The result was that the consumer involvement partially influenced the consumer evaluation of the star extension. This study suggested the theoretical and practical implications. It contributed the starmarketing, human brand, and the brand extension studies. Also, this study suggested practical implications for the culture-art products professionals.

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