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Assessing Celebrity Endorsement Effects in China

A Consumer-Celebrity Relational Approach

Kineta Hung, Kimmy W. Chan, Caleb H. Tse
DOI: 10.2501/JAR-51-4-608-623 Published 1 December 2011
Kineta Hung
Hong Kong Baptist University, kineta@hkbu.edu.hk
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  • For correspondence: kineta@hkbu.edu.hk
Kimmy W. Chan
Hong Kong Polytechnic University, mskimmy@inet.polyu.edu.hk
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  • For correspondence: mskimmy@inet.polyu.edu.hk
Caleb H. Tse
University of Hong kong, calebtse@business.hku.hk
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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.

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Vol 51 Issue 4

Journal of Advertising Research: 51 (4)
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Assessing Celebrity Endorsement Effects in China
Kineta Hung, Kimmy W. Chan, Caleb H. Tse
Journal of Advertising Research Dec 2011, 51 (4) 608-623; DOI: 10.2501/JAR-51-4-608-623

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Assessing Celebrity Endorsement Effects in China
Kineta Hung, Kimmy W. Chan, Caleb H. Tse
Journal of Advertising Research Dec 2011, 51 (4) 608-623; DOI: 10.2501/JAR-51-4-608-623
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