This study develops a measurement scale that enables organizations to appoint the fittest individuals for their image. It proposes a useful unidimensional evaluation scale for measurement. The eight factors on which the scale is based emerged through the conducting of an extensive literature review, interviews with experts and explorations of their reviews, and online surveys of Korean public relations practitioners. Evidence of the resulting scale’s reliability, factor structure, and validity are presented. The development of this measurement scale provides scientific guidelines for future studies and for practitioners that hope to get the most out of their practical use of public figures, so as to ensure maximum ambassador endorsement success.
Ⅴ. Discussion and Conclusion