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ISSN : 1229-8778
Recently, apartment companies uses advertising model to enhance brand image and consumer's brand preference. This Study focused on the congruency between ad model image and consumer's self concept in an effort to give suggestion about advertising model strategy establishment based on consumer's self concept. Although ad model image dominates advertising effect, little empirical work has been conducted on such study as considering the effect of the congruency between ad model image and self concept. Specifically, this study is to propose it's effect of self concept in apartment brand. It was conducted by the survey research. In this study, housewives living in Seoul and Taejeon were asked to answer a Questionnaire. Excluding non-appropriate 97 respondents, a total of 203 questionnaires were analyzed. The 12.0 Statistical program was used to conduct the average and frequency analysis, the t-test. The results of this study suggested that when there is a congruency between ad model image and consumer's self concept, consumers have more positive attitude toward the brand. And also ideal self concept is more effective than actual self concept in apartment brand. This study suggest that advertisers or ad practitioners must use the ad model strategies in apartment brand focused on consumer's ideal self concept. Considering our advertisement practice of casting celebrities for ad models, this suggestions is very important for a apartment brand strategy.
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