Ethical aspects of celebrity fashion endorsement in K-POP idol industry of South Korea

6000 words + SPSS

Title: Ethical aspects of celebrity fashion endorsement in K-POP idol industry of South Korea

Aim: Exploring the relationship between favourable attitude on K-Pop Culture and response to unethical behaviour in celebrity endorsement.

I’m studying Fashion Management and ask for the Methodology, Findings, Discussion and Conclusion section of dissertation.

Objectives:

To outline celebrity endorsement

To identify unethical behaviour occurring in celebrity endorsement process

To critically investigate how ‘K-Pop fan’ respond to the unethical behaviour in the celebrity endorsement process

To provide a beneficial suggestion to managers for targeting Korean and other Asian markets by using celebrities.

The survey questionnaire is:

https://docs.google.com/forms/d/1uDiGvoy4if8rM3c-YQ4SxDWkWB7LuIp40KAgLqZGxGQ/edit

I’m collecting responses, and it’ll be finished today, with around 200 respondents.

I hope that the more favourable audience to K-Pop idols the less influenced by negative information of the celebrity, but the Dishonest Impression issues make them turn away from the brand.

I attach my literature review, which is quite messy at this moment but hope to be helpful to write those sections.

As soon as I add some more information and have better structure of it, I’ll attach it to you.

This is Very Urgent.. as the deadline is 7th May. so I have to get back this work by 5th May

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