Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/6262
Title: Assessing celebrity endorsement effects in China : a consumer-celebrity relational approach
Authors: Hung, K
Chan, KW 
Tse, CH
Keywords: Endorsements in advertising
Advertising
Symbolism in advertising
Risk aversion
Power (social sciences)
Consumption (economics)
Brand name products
Customer satisfaction
Research
Consumers attitudes
Celebrities
Values
Collectivism
Social aspects
Issue Date: Dec-2011
Publisher: World Advertising Research Center
Source: Journal of advertising research, Dec. 2011, v. 51, no. 4, p. 608-623 How to cite?
Journal: Journal of advertising research 
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.
URI: http://hdl.handle.net/10397/6262
ISSN: 0021-8499
DOI: 10.2501/JAR-51-4-608-623
Rights: © Copyright Advertising Research Foundation 2011
Reproduced with permission of the publisher.
Appears in Collections:Journal/Magazine Article

Files in This Item:
File Description SizeFormat 
Hung_assessing_celebrity_endorsement.pdf477.07 kBAdobe PDFView/Open
Access
View full-text via PolyU eLinks SFX Query
Show full item record

SCOPUSTM   
Citations

22
Last Week
0
Last month
3
Citations as of Mar 24, 2017

WEB OF SCIENCETM
Citations

10
Last Week
0
Last month
1
Citations as of Mar 23, 2017

Page view(s)

885
Last Week
3
Last month
Checked on Mar 26, 2017

Download(s)

1,617
Checked on Mar 26, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.