PT  - JOURNAL ARTICLE
AU  - Hung, Kineta
AU  - Chan, Kimmy W.
AU  - Tse, Caleb H.
TI  - Assessing Celebrity Endorsement Effects in China
AID  - 10.2501/JAR-51-4-608-623
DP  - 2011 Dec 01
TA  - Journal of Advertising Research
PG  - 608--623
VI  - 51
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/51/4/608.short
4100  - http://www.journalofadvertisingresearch.com/content/51/4/608.full
SO  - J Advert Res2011 Dec 01; 51
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.