Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach
Department of Communication Studies
Celebrity endorsement is a salient executional strategy in china, where national celebrities often endorse more than 20 brands. This paper adopts a relational perspective to examine this research issue. The relational perspective is driven by three core chinese cultural values: collectivism, risk aversion, and power distance. The authors propose a model that postulates how celebrity-worship leads to value transfer that, in turn, affects brand purchase intent. Findings from a survey involving 1,030 respondents from a national panel of consumers, showed that consumer celebrity worship is a significant antecedent to endorser effects; over-endorsement by a celebrity is an important moderator; and the model is robust across both sports and entertainment celebrities.
Source Publication Title
Journal of Advertising Research
World Advertising Research Center
Link to Publisher's Edition
Hung, H., Chan, K., & Tse, C. (2011). Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach. Journal of Advertising Research, 51 (4). https://doi.org/10.2501/JAR-51-4-608-623