Document Type

Journal Article

Department/Unit

Department of Communication Studies

Title

Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach

Language

English

Abstract

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.

Publication Date

12-1-2011

Source Publication Title

Journal of Advertising Research

Volume

51

Issue

4

Start Page

608

End Page

623

Publisher

World Advertising Research Center

DOI

10.2501/JAR-51-4-608-623

Link to Publisher's Edition

http://dx.doi.org/10.2501/JAR-51-4-608-623

ISSN (print)

00218499

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