The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Assessing Celebrity Endorsement Effects in China: A Consumer-Celebrity Relational Approach
Abstract
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.
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Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000) · Journal of Advertising · doi:10.1080/00913367.2000.10673616 · Cited by 1,301
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Yılmazdoğan, O. C., Doğan, R. Ş., & Altıntaş, E. (2021) · Journal of Vacation Marketing · doi:10.1177/1356766721995973 · Cited by 171
Past, present, and future scene of influencer marketing in hospitality and tourism management
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Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
Cheng, M. (., & Zhang, S. (2025) · Management Science · doi:10.1287/mnsc.2023.00193 · Cited by 55
Hameed, F., Malik, I. A., Hadi, N. U., & Raza, M. A. (2023) · Online Journal of Communication and Media Technologies · doi:10.30935/ojcmt/12876 · Cited by 48
Metadata
- Authors
- Hung, K., Chan, K. W., & Tse, C. H.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2011-12
- Volume
- 51
- Issue
- 4
- Pages
- 608-623
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2153322694
- Cited by
- 189
- References
- 1
- FWCI
- 15.84
- Type
- journal article
- Language
- en
- Open access
- closed
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- Hung, K., Chan, K. W., & Tse, C. H. (2011). Assessing Celebrity Endorsement Effects in China: A Consumer-Celebrity Relational Approach. Journal of Advertising Research. https://doi.org/10.2501/jar-51-4-608-623
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
