Celebrity Endorsement and International Advertising

Luxury Values Perceptions in Chinese and English: Deviation from National Cultures

“…72% of implicit epithets in the English corpus and 77% in the Chinese corpus are related to the value of HSS. These substantially high percentages in both corpora suggest the global prevalent use of celebrity endorsement as a marketing tool, which concurs with other findings in marketing studies (e.g., Agrawal and Kamakura 1995;Sridevi 2014;Lee and Um 2014;Fionda and Moore 2009;Williams 2009;Kapferer and Bastien 2012;Kapferer 2014b). More importantly, as celebrity endorsement is identified as an implicit way of marketing communication (implicit epithets of HSS) in this study, the result shows that inconspicuous consumption is not only encouraged and accepted in the Western markets but also in China.…”

Parasocial relationships and social media interactions: building brand credibility and loyalty

“…The findings also support the source credibility model on which the consumers can see the reliability of the Korean celebrity endorsers, which directly leads to high levels of commitment (Ananda and Wandebori, 2016). These parasocial relationships can imply that consumers feel connected and gain intimacy with Korean celebrities through the identification process and think they are related or friends with these Korean celebrities (Chung and Cho, 2017; Lee and Um, 2014). Moreover, acknowledging the contribution of celebrity endorsers, the present study agrees with the source credibility model, which signifies that as consumers identify themselves with the celebrity, the more they will give credit to the personalities with favorable attitudes.…”