Assessing Celebrity Endorsement Effects in China A Consumer-Celebrity Relational Approach
Assessing Celebrity Endorsement Effects in China A Consumer-Celebrity Relational Approach
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DOI：
10.2501/jar-51-4-608-623
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发表时间：
2011-12-01
影响因子：
2.5
通讯作者：
Tse, Caleb H.
中科院分区：
文献类型：
--
作者：
Hung, Kineta;Chan, Kimmy W.;Tse, Caleb H.
名人代言在中国是一项突出的执行策略，国家名人经常代言20多个品牌。本文采用关系视角来审视这一研究问题。关系视角由三个核心中国文化价值观驱动：集体主义、风险规避和权力距离。作者提出了一个模型，假设名人崇拜如何导致价值转移，进而影响品牌购买意愿。一项涉及全国消费者小组的 1,030 名受访者的调查结果表明，消费者的名人崇拜是代言人效应的重要先决条件；名人的过度认可是一个重要的调节因素；该模型在体育和娱乐名人中都很有效。
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.