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

Artikel

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.

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• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 45 ; Year: 2014 ; Issue: 3 ; Pages: 45-55 ; Cape Town: African Online Scientific Information Systems (AOSIS)

Classification and Topics

• Classification: Management

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Apaolaza, A. ; Hartmann, P. ; He, J. ; Barrutia, J. M. ; Echebarria, C.
• Event: Veröffentlichung
• (who): African Online Scientific Information Systems (AOSIS)
• (where): Cape Town
• (when): 2014

Further information

• DOI: doi:10.4102/sajbm.v45i3.130
• Handle: http://hdl.handle.net/10419/218547