The Impact of Celebrity Endorsements on Luxury Brand Success among Fans of South Korean Media & Celebrities

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* 1. How old are you?

Under 18

18-24

25-34

35-44

45-54

55-64

65+

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* 2. What is your gender? Which country are you from?

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* 3. How long have you been interested in South Korean Media & Products (K-Drama, K-Pop, Skin Care, etc.)?

A few months

1 year or longer

5 years or longer

10 years or longer

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* 4. Please specify your Interests. Please select all that apply:

K-Pop (any group)

Other Music from South Korean Artists

South Korean Culture

South Korean Beauty Products (Makeup / Skin Care)

TV Shows and / or Movies from South Korea

K-Drama (any)

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* 5. Do you spend money on official merchandise / concert tickets / unofficial merchandise / advertised products (from other brands) / other?

Yes, often

Yes, sometimes

Yes, but rarely

No, I don't want to

No, I would like to but do not have the money to do so (for whatever reason)

No, I have no own money to spend

No, someone else pays for me

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* 6. What is your general attitude towards Luxury Brands (like Gucci, Versace, Louis Vuitton, etc.)?

Extremely interested

Very interested

Somewhat interested

Not so interested

Not at all interested

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* 7. After being exposed to advertisement of a South Korean celebrity endorsing a Luxury Brand, did you observe a change in your attitude towards those brands?

No Change (My attitude towards the luxury brands remained the same, regardless of the South Korean celebrities featured in their advertisements.)

Yes, More Skeptical (I became more skeptical about the brands' authenticity and the effectiveness of their products.)

Yes, More Awareness (I became more aware of these luxury brands and started paying more attention to their advertisements and products.)

Yes, More Trusting (I found the brands more trustworthy and credible due to their association with South Korean celebrities.)

Yes, More Positive (I developed a more favorable attitude towards the luxury brands and became more interested in purchasing their products.)

Yes, More Negative (My attitude towards the luxury brands became more negative because I felt the advertising was manipulative or insincere.)

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* 8. What are your main motives for purchasing a luxury brand endorsed by a South Korean celebrity?

I want to show support for the celebrity through the purchase.

I feel like it strenghtens my connection to the celebrity.

I feel like a luxury brand endorsed by the celebrity guarantees higher quality and reliability.

The endorsement by the celebrity enhances the perceived status and prestige of the brand for me.

I have not purchased a product by a luxury brand because of celebrity endorsement.

I feel like it improves my social status / the image I can outwardly show to others.

Other (please specify)

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* 9. What could negatively impact your opinion on luxury brands endorsed by South Korean celebrities?

Change in celebrity image (scandal, clash of my own and celebrity's values, etc.)

Celebrity and Brand stop working together

Celebrity Image and Brand Image do not match

Advertisement is not attractive to me (styling of the celebrity is not good, product is irrelevant to me, etc.)

Change in personal preferences

Loss of interest

Change in financial situation

Negative experiences with the brand

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* 10. How likely are you to remain loyal to a luxury brand endorsed by a South Korean celebrity over the long term, even or especially if the celebrity stops to advertise for it?

Very likely

Likely

Neither likely nor unlikely

Unlikely

Very unlikely

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