How Physical Attractiveness and Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China

Liu, Matthew Tingchi; Shi, Guicheng; Wong, IpKin Anthony; Hefel, Aaron; Chen, Chen-Yueh

doi:10.1080/08961530903476238

Cited by 12 publications

(7 citation statements)

References 42 publications

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Section: Findings and Discussionmentioning

confidence: 99%

“…They also revealed that the relationship between source credibility and various constructs in celebrity endorsement was crucial. The influence of celebrity credibility was maximized when complemented by constructs like celebrity effect and celebrity-brand fit (Bergkvist and Zhou, 2016;Liu et al, 2010). Tran et al (2019) claimed that an individual's level of connectedness to their favorite celebrity was positively linked with both their receptivity toward the celebrityendorsed message and purchase intentions of the celebrity-endorsed market offering.…”

Section: Co-citation Clusters Analysismentioning

confidence: 99%

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Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda

Wang¹,

Liu²

2022

APJML

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PurposeThis study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976). This study integrated three bibliometric analyses: timeline visualization, co-citation cluster analysis, and historical direct citation analysis. This study conducted a qualitative review to further examine the obtained quantitative results.Design/methodology/approachThis study reviewed the existing research on the celebrity endorsement domain. Based on a bibliometric review of existing literature, this study aimed to provide main theoretical roots and research trajectories and propose new research avenues concerning the theory, context, characteristics, and research methodologies adopted within the marketing discipline.FindingsThe findings revealed that the existing relevant research focused on celebrity endorsement in different periods. The main theoretical roots and research trajectories identified were developed under the influence of primary articles from co-citation analysis and historical direct citation.Research limitations/implicationsBased on the quantitative bibliometric analysis and a qualitative literature review, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of celebrity endorsement literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of celebrity endorsement.Practical implicationsSome topics were recommended for further research within the theory, context, characteristics, and methodology aspects. Some practical examples and suggestions are also given in the study.Originality/valueThis study proposed a bibliometric overview of celebrity endorsement in the marketing discipline, especially based on timeline visualization, co-citation cluster analysis, and historical direct citation analysis. Furthermore, this study offered a research agenda for further studies in the marketing discipline.

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Section: Findings and Discussionmentioning

confidence: 99%

Section: Co-citation Clusters Analysismentioning

confidence: 99%

Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda

Wang¹,

Liu²

2022

APJML

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“…For consumers, which persuasion process affects them more depends on the degree of effort they are willing APJML 35,5 to spend on information processing. Some researchers have used ELM to understand the positive impact of newly emerging technologies or functions on consumer behavior and consumer responses (Petty and Cacioppo, 1986;Park and Lee, 2009;Liu et al, 2010Liu et al, , 2021) such as consumer adoption and trust. Furthermore, researchers have also found that ELM can explain how endorsers' trustworthiness can influence advertising effectiveness, including message elaboration, attitude strength and purchase intention (Priester and Petty, 2003;Liu and Brock, 2011;Liu and Liu, 2020;Wang and Liu, 2022).…”

Section: The Value In the Lss Ecosystemmentioning

confidence: 99%

Investigating the live streaming sales from the perspective of the ecosystem: the structures, processes and value flow

Xue¹,

Liu²

2022

APJML

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PurposeLive streaming sales (LSS) is an emerging and flourishing practice in the retail industry. While its implementation has been pervasively attempted, there is a lack of systematic and academic exploration of the practice. Therefore, the aim of this study was to investigate the LSS ecosystem and its development through a literature review and an industry analysis. Moreover, by pinpointing the pitfalls in current practices, this paper presents the practical implications of LSS and provides recommendations and directions for future academic exploration.Design/methodology/approachThe aim of the present study was to investigate the developing trajectory, exclusive elements (such as multi-channel networks (MCNs) and live streamers) and other critical components of the LSS ecosystem using a mixed-methods approach that comprises content analysis of newspaper articles and press releases, literature view and industry analysis.FindingsThe results of the analyses indicate the presence of several nonfungible modular components in the LSS ecosystem, including upstream suppliers, MCNs, live streamers and platforms. It was also found that inequalities and hierarchies are inherent to the LSS ecosystem as it currently exists: low-end participants in the LSS industry and small- and medium-sized enterprise owners, who constitute the majority of LSS practitioners, cannot reach the break-even point via LSS hosted by top-level live streamers or others (low-level live streamers, employees, etc.).Originality/valueThis article discusses the LSS ecosystem based on the nature of the nonfungible modules within it. In addition, it discusses the modules (roles) and relationships among them based on the theory of ecosystem developed by previous studies. Furthermore, drawing from an analysis of the pitfalls in the LSS ecosystem, this article highlights strategies for two critical e-commerce processes: 1) choosing which type of LSS to apply based on the factors of brands, products and consumers and 2) integrating LSS to optimize post-sale service and appeal to the sustainability of development.

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“…Consumer behavior was the most researched topic in the sample journals. Representative subjects investigated in the articles written about consumer behavior in China include the following: Chinese values (Wang et al, 2000;Cheung and Prendergast, 2006;Sun and Wang, 2007;Tai, 2008, Smith et al, 2010, Chinese attitudes (Cui et al, 2008;Li et al, 2009;Sun and Wang, 2010) country of origin effects (Kwok et al, 2006;Oh and Zhang, 2010;Parker et al, 2011;Chao and Arnold, 2005;d'Astous and Li, 2009;Ishiia, 2009;Wong et al, 2008) the influence of children on purchase behavior (MacNeal and Yeh, 1996;MacNeal and Mindy, 1996), sex appeal (Liu et al, 2006;Liu et al, 2010) perception of brand names (Ang, 1996;Yang et al, 2005), and perception of store image (Chang and Luan, 2010;Hua and Jasper, 2010). From this listing, we can see that country of origin effects produce a large attraction for researchers.…”

Section: Consumer Behaviormentioning

confidence: 99%

A descriptive inventory study of recent China marketing research

Trotter¹,

Tian²

2012

Afr. J. Bus. Manage.

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This paper surveys marketing research related to China. It focuses upon marketing journals whose scope covers marketing in Asia and China. One hundred articles selected from seven journals were reviewed and analyzed. The research discovered that academic articles on China marketing published in the last decade or so not only increased in number but also expanded in scope. Although most researchers were Chinese ethnically oriented, non-Chinese scholars and Chinese scholars jointly published a large number of articles (44%). Articles solely written by non-Chinese ethnically oriented scholars were relatively limited. Much research emanated from Hong Kong-based institutions. It is clear that since the role China plays in the world economy has become more important, and since the demand for China marketing research is increasing, current research cannot meet the needs of international business. Therefore, scholars both from China and from all over the world should do more research on China marketing.

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How Physical Attractiveness and Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China

Cited by 12 publications

References 42 publications

Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda

Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda

Investigating the live streaming sales from the perspective of the ecosystem: the structures, processes and value flow

A descriptive inventory study of recent China marketing research

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