@article{ART003335298},
author={Yeong Kyu Jung and Seung In Kim},
title={A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={2},
pages={45-54},
doi={10.21186/IPR.2026.11.2.045}
TY - JOUR
AU - Yeong Kyu Jung
AU - Seung In Kim
TI - A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 2
PB - Industrial Promotion Institute
SP - 45
EP - 54
SN - 2466-1139
AB - This study examines the consistency between advertising model images and brand identity by analyzing consumer responses on social media. Collecting 32,534 comments from Lululemon and Gentle Monster, this study utilized Python (KoNLPy, Sentence-Transformers) to perform text mining and cosine similarity analysis, quantifying the semantic distance between brand core values and consumer perceptions. Gentle Monster (Karina) showed high consistency with artistic values (similarity > 0.4). Conversely, Lululemon (Kazuha) exhibited an "Image Interference Effect," where consumer attention focused on the model's physical attractiveness rather than the brand's wellness message, despite high numerical relevance. This study provides a quantitative methodology for verifying brand-model consistency using consumer language, offering practical insights for planning AI virtual influencers and brand strategies.
KW - Advertising Model;Brand Sentiment;Text Mining;Cosine Similarity;Lululemon;Gentle Monster
DO - 10.21186/IPR.2026.11.2.045
ER -
Yeong Kyu Jung and Seung In Kim. (2026). A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster. Industry Promotion Research, 11(2), 45-54.
Yeong Kyu Jung and Seung In Kim. 2026, "A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster", Industry Promotion Research, vol.11, no.2 pp.45-54. Available from: doi:10.21186/IPR.2026.11.2.045
Yeong Kyu Jung, Seung In Kim "A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster" Industry Promotion Research 11.2 pp.45-54 (2026) : 45.
Yeong Kyu Jung, Seung In Kim. A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster. 2026; 11(2), 45-54. Available from: doi:10.21186/IPR.2026.11.2.045
Yeong Kyu Jung and Seung In Kim. "A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster" Industry Promotion Research 11, no.2 (2026) : 45-54.doi: 10.21186/IPR.2026.11.2.045
Yeong Kyu Jung; Seung In Kim. A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster. Industry Promotion Research, 11(2), 45-54. doi: 10.21186/IPR.2026.11.2.045
Yeong Kyu Jung; Seung In Kim. A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster. Industry Promotion Research. 2026; 11(2) 45-54. doi: 10.21186/IPR.2026.11.2.045
Yeong Kyu Jung, Seung In Kim. A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster. 2026; 11(2), 45-54. Available from: doi:10.21186/IPR.2026.11.2.045
Yeong Kyu Jung and Seung In Kim. "A Comparative Study on the Emotional Consistency Between Advertising Models and Brand Identity: The Cases of Lululemon and Gentle Monster" Industry Promotion Research 11, no.2 (2026) : 45-54.doi: 10.21186/IPR.2026.11.2.045
