TY - JOUR T1 - Assessing Celebrity Endorsement Effects in China JF - Journal of Advertising Research JO - J Advert Res SP - 608 LP - 623 DO - 10.2501/JAR-51-4-608-623 VL - 51 IS - 4 AU - Kineta Hung AU - Kimmy W. Chan AU - Caleb H. Tse Y1 - 2011/12/01 UR - http://www.journalofadvertisingresearch.com/content/51/4/608.abstract N2 - 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. ER -