Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures

Abstract

PurposeThis empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse consumer response to celebrity branding across Britain and Pakistan containing non-explicit and explicit sex appeals.Design/methodology/approachA within-subject experimental design (2 countries × 2 ad designs) is employed to test the research model across Western and South Asian cultures. Structural equation modelling (SEM) and multi-group analysis (MGA) are used to test proposed hypotheses.FindingsSEM results confirm the theoretical model: perception and attitude towards the advert and brand mediate the impact of celebrity effectiveness on purchase intention. Celebrity-endorsed advertising without explicit sex appeals elicited an overall favourable response across markets. British consumers respond to both adverts similarly. Yet, Pakistani consumers filter advert themes through salient cultural values and respond negatively to explicit sex appeals whilst, interestingly, accepting sexuality in associations of a celebrity endorser.Practical implicationsInternational celebrities can have cross-cultural appeal, and commonalities exist between the markets. A global or domestic marketing strategy can be utilised across the cultures based upon the environmental conditions and the themes and appeals incorporated within advert design.Originality/valueThe conceptual model is developed by consolidating existing models within celebrity endorsement and considering the mediating influence of both the advert and brand. The model is validated across theoretically different cultures. The comparative approach and selection of an underrepresented market provide novel insight into international branding strategies and global consumer culture.

Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study

“…Understanding cultural differences is vital for successful advertisements and celebrity endorsement (J. M. Jang & Shin, 2019). Despite the homogenized effect of globalization on national cultures, sociocultural differences continue to influence consumers' responses to international celebrity endorsements, because consumers' self-concept, social identity, and perceived quality are different (Shah et al, 2022). Examining the relationships between celebrity attachment, brand attachment and brand loyalty in different cultures can yield practical implications, especially for brands looking to enter international markets (Wang & Sun, 2010).…”

Two decades of research on halal hospitality and tourism: a review and research agenda

“…We conclude that given the complexity around Islamic culture (Shah et al , 2022), further conceptual research is needed to capture the nuances of attributes of halal hospitality and tourism. For example, the current research mainly focused on halal concepts, while haram is simply considered as the opposite concept of halal; however, there are other categories associated with Islamic law such as Mustahabb (favoured), Mubah (allowable), Makruh (detestable/disliked).…”

How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships

“…The existing literature shows that cultural factors significantly influence the effects of celebrity endorsement and subsequent consumer behaviour (Choi et al, 2005; Shah et al, 2022; Winterich et al, 2018). Moreover, Kemp (2021) stated that developed countries' culture is different from developing countries' culture in terms of education, awareness, usage of the internet, social media, and endorsements through SMIs.…”

“…Moreover, Kemp (2021) stated that developed countries' culture is different from developing countries' culture in terms of education, awareness, usage of the internet, social media, and endorsements through SMIs. Furthermore, Shah et al (2022) stated that research is needed in diverse cultures to further endorse the literature in under‐researched areas. Thus, this research is conducted in the developing country, Pakistan.…”

“…Um (2022) added that in the context of celebrity endorsement, different terms are used in the literature to describe the compatibility between the endorser and the product, like match-up, fit, and congruence. This match-up enhances message persuasiveness (Shah et al, 2022;Um, 2022)…”