Work

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

Year: 2014

Type: article

Abstract: This study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-oforiginperception, brand attitudes or product quality evaluations in the reactions of 797 consumers in Shanghai to magazine advertisements featuring celebrities of Chinese vs. Western ethnicity. The lack of any significant effect of the ethnicity of celebrities on a brand’s perceived country of origin precludes country image having any effect on those variables for the case of the cosmopolitan Chinese consumer.

Source: South African Journal of Business Management

DOI: 10.4102/sajbm.v45i3.130

Authors: A. Apaolaza, P. Hartmann, J. He, J. M. Barrutia, C. Echebarria

Institutions: University of the Basque Country, East China Normal University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $650

OpenAlex ID: W2801689867

FWCI:

Cites: 105

Cited by: 5

Related to: 10