Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/6262
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Title: Assessing celebrity endorsement effects in China : a consumer-celebrity relational approach
Authors: Hung, K
Chan, KW 
Tse, CH
Issue Date: Dec-2011
Source: Journal of advertising research, Dec. 2011, v. 51, no. 4, p. 608-623
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.
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
Publisher: World Advertising Research Center
Journal: Journal of advertising research 
ISSN: 0021-8499
EISSN: 1740-1909
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

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