RT Journal Article
SR Electronic
T1 Assessing Celebrity Endorsement Effects in China
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 608
OP 623
DO 10.2501/JAR-51-4-608-623
VO 51
IS 4
A1 Kineta Hung
A1 Kimmy W. Chan
A1 Caleb H. Tse
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/4/608.abstract
AB 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.