ABSTRACT This study investigated how clients and advertising agencies in Korea prioritized celebrity selection criteria differently. Responses from 50 client-side and 50 agency-side executives in Korea were analyzed using the Analytic Hierarchy Process. Results show that the brand-centered factor ‘Match-up’ was considered most important by both clients and agencies but that the celebrity-centered factor ‘Popularity’ was ranked quite differently (i.e. second by agencies and fourth by clients, out of five factors). Other factors (i.e. Availability and Potential Risk) were ranked similarly. The main finding of the study is that Korean ad agencies and clients placed different weight on celebrity endorser selection criteria. This finding is particularly valuable to national and international advertisers who are deliberating about celebrity endorsement for the Korean market.

中文翻译：

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韩国从业者名人代言人选择标准：基于层次分析法的实证分析

摘要 本研究调查了韩国的客户和广告公司如何以不同的方式优先考虑名人选择标准。使用层次分析法分析了来自韩国 50 名客户方和 50 名代理方高管的回应。结果表明，客户和代理商都认为以品牌为中心的因素“匹配”是最重要的，但以名人为中心的因素“人气”的排名却大不相同（即代理商排名第二，客户排名第四，在五个因素中）。其他因素（即可用性和潜在风险）的排名相似。该研究的主要发现是韩国广告公司和客户对名人代言人的选择标准的重视程度不同。