Department of Communication Studies
Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach
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, Hing Kun Kineta, Kimmy W. Chan, and Caleb H. Tse. "Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach." Journal of Advertising Research 51.4 (2011): 608-623.