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

Apaolaza, A.; Hartmann, Patrick; He, Jiaxun; Barrutia, José M.; Echebarria, Carmen

doi:10.4102/sajbm.v45i3.130

Cited by 5 publications

(3 citation statements)

References 92 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The result indicates that for participants from the same ethnic group as their supervisor, the relationship between IM and job satisfaction was stronger than that from different ethnic groups as their supervisor. This means that the preferential treatment given to those from the same ethnic group as their supervisor signals that although IM may be provided by the organisation, the actual realisation would be tilted towards the in-group members (Apaolaza, Hartman, He, Barrutia, & Echebarria, 2014;Urban, 2011). That IM interacted with ethnic similarity is not surprising because ethnic similarity plays out in the IM in organisations with those from similar ethnic groups as their supervisors getting most of the mobility (Egwa, 2016;Takyi-Asiedu, 1993).…”

Section: Discussion Outline Of Resultsmentioning

confidence: 99%

Human resources management practice, job satisfaction and affective organisational commitment relationships: The effects of ethnic similarity and difference

Amah

Oyetunde

2019

SA j. ind. psychol.

View full text Add to dashboard Cite

Orientation: The study explored how ethnicity affects the expected relationships among human resources management practice (HRMP), job satisfaction and affective organisational commitment.Research purpose: To establish how ethnicity affects the interpretation of organisationally provided HRMP, and how this interpretation affects the relationships among the study variables.Motivation for the study: Interest has moved from HRMP outcomes to how employees attribute meaning to existing HRMP. Hence, there is a need to study the variables that affect the attribution process and their effects on the effectiveness of HRMP.Research approach/design and method: The study was quantitative and utilised cross-sectional research design. Participants consisted of 450 employees from eight organisations in Nigeria.Main findings: Results indicated that HRMP is positively related to job satisfaction and organisational commitment, and ethnicity is negatively related to job satisfaction and organisational commitment. Ethnicity moderated the relationships among HRMP, job satisfaction and organisational commitment.Practical/managerial implications: Ethnicity affected the relationships among HRMP, job satisfaction and affective organisational commitment; hence, organisations may not be deriving the full anticipated benefits of HRMP. It was suggested that organisations should train managers to adopt positive behaviours that would enhance the management of ethnic diversity and reduce the negative effects of ethnicity.Contribution/value-add: Ethnic similarity has cultural significance in Nigeria and is known to affect managers’ and employees’ behaviour and the sharing of organisational benefits in the workplace. However, studies involving its role in HRMP attribution process are lacking. Hence, this study makes a valuable contribution to how ethnicity affects attribution in HRMP studies.

show abstract

Section: Discussion Outline Of Resultsmentioning

confidence: 99%

Human resources management practice, job satisfaction and affective organisational commitment relationships: The effects of ethnic similarity and difference

Amah

Oyetunde

2019

SA j. ind. psychol.

View full text Add to dashboard Cite

show abstract

“…This is because the country of origin could be an indicator of quality and acceptability (Baughn and Yaprak, 1993;Zhou et al, 2002), whereas a Western country is usually connected with notions of success, status and modernity (Cheong et al, 2010;Zhou and Belk, 2004). However, a recent study by Apaolaza et al (2014) suggests that there is no relationship between the ethnicity of endorsers in advertising and the perceived countries of origin of endorsed brands, particularly in China's more cosmopolitan cities. Therefore, the effect of endorser ethnicity in international brand advertising may be modulated by other factors, such as how the endorser is portrayed, which has been overlooked in the existing literature.…”

Section: Endorser Ethnicitymentioning

confidence: 99%

Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising

Yin

Poon³

et al. 2019

APJML

View full text Add to dashboard Cite

Purpose The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward luxury advertisements and brands, as well as any moderating effect appearance self-esteem has on the above-mentioned interaction. Design/methodology/approach Two online experiments were conducted. Study 1 was a 2×2 factorial design (with 280 participants), while Study 2 was a 2×2 ×2 factorial design (with 320 participants). Data were analyzed using a multivariate analysis of variance (MANOVA) test and simple effect analysis. Findings Results demonstrated that Chinese female consumers are more likely to have a positive attitude toward advertisements for luxury goods and brands when a local Chinese (vs Western) endorser is used and portrayed as smart (vs sexy), particularly if consumers have low appearance self-esteem. Research limitations/implications The research focused only on female consumers and only one product type was used for the experiments. The use of controls for potential confounding effects was insufficient in this study design. Practical implications To maximize profits, marketers should choose the most appropriate combination of endorser ethnicity and portrayal in the Chinese luxury goods market. Accordingly, if adopting a localization strategy and using a Chinese female endorser, the endorser should be portrayed as smart rather than sexy. In contrast, if a luxury brand adopts an internationalization strategy and uses the same Western female endorser as in other countries, it is more effective to portray her as sexy rather than smart. Furthermore, advertisers should pay particular attention to Chinese female consumers who have low appearance self-esteem when advertising their product and/or brand. Originality/value Compared with past studies concerned with consumers’ perceptions of endorser image in advertisements through a focus on endorser ethnicity, this study linked endorser portrayal with his/her ethnicity and discussed the interaction effects between these two factors on consumers’ attitudes toward the advertisement and the brand portrayed in the advertisement. The findings herein contribute new insights to the body of work on luxury marketing and endorser advertising.

show abstract

“…In the literature of celebrity endorsement, there are mixed results regarding the impact of racial homophily. While some studies found that endorsers who matched the customer's ethnicity were found to be more persuasive (Erba et al, 2019; Hesapci et al, 2016), others reported that race of endorsers did not have any insignificant impact on customers' attitudes and perception (Apaolaza et al, 2014; Bui, 2017). However, Lord et al (2019) provide further insights on how that racial homophily influences customers' evaluation of endorsers' attractiveness and trustworthiness in different behavioral contexts, the study findings showed than racial homophily is particularly impactful in contexts of simpler consumer decision‐making, rather than in situations involving high‐involvement information processing.…”

Section: Literature Reviewmentioning

confidence: 99%

The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors

Wan,

Lee,

2024

Psychology and Marketing

View full text Add to dashboard Cite

Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro‐environmental behaviors in low‐ and high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high anthropomorphism (human‐like virtual influencers) and high racial homophily (local‐like virtual influencers) are more effective for eliciting trust in the context of low‐cost pro‐environmental behaviors. The findings also showed that low racial homophily (foreign‐like virtual influencers) would further weaken the trust level of a virtual influencer in low anthropomorphism (animate‐like virtual influencers). Study 2 aimed to replicate the findings from Study 1 in the context of high‐cost pro‐environmental behaviors. The findings showed that low racial homophily (foreign‐like virtual influencers) enhanced the trust in a high anthropomorphism (human‐like virtual influencers) virtual influencer. The moderated mediation analyses confirmed the hypothesized relationships in the proposed research model. This research advanced our understanding on the moderating role of racial homophily that serves as a cognitive shortcut for low‐cost and quick decisions. However, a low racial homophily (foreign‐like) virtual influencer would be more effective for high‐cost and symbolic pro‐environmental behaviors. These insights provide valuable guidance to businesses, marketers, and environmental advocates aiming to leverage virtual influencers for encouraging sustainability practices.

show abstract

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

Cited by 5 publications

References 92 publications

Human resources management practice, job satisfaction and affective organisational commitment relationships: The effects of ethnic similarity and difference

Human resources management practice, job satisfaction and affective organisational commitment relationships: The effects of ethnic similarity and difference

Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising

The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors

Contact Info

Product

Resources

About