The Advertising Effects of Celebrity Endorsements ─ The Moderating Effect of Consumer Ethnocentrism
Date Issued
2014
Date
2014
Author(s)
Chen, Yu-Ting
Abstract
Celebrity endorsement is one of powerful marketing tools in a company, and it’s confirmed to be effective in communicating with consumers. Many researchers found that consumers will change their purchase intention and buying behavior because of celebrity figure is perceived as charming and physical attractive. McCracken(1989) said that celebrities’ effectiveness as endorsers pass the cultural meanings, which they are endowed, from celebrity to product and from product to consumer. Advertising messages that are accordance with the dominant cultural of a society are more persuasive than those that do not reflect the cultural values of the society in which the advertising is not properly delivered.
However, recently there are some findings indicated many advertisements using celebrity endorsement even in cross-cultural countries. This is on account of differences in how cross-cultural consumers perceive celebrity endorsements. Aside from the different of perception of celebrity endorsements, consumer ethnocentrism may account for the consequence as well.
Therefore, the aim of this study is to assess the advertising effects of the celebrity endorsement in which consumer ethnocentrism was used as moderate variable. Totally 207 respondents participated in this study and the collected data were analyzed by performing 2-way ANOVA. There are some major findings in this study：
1. There is an interaction between consumer ethnocentrism and the types of celebrities.
2. Old generation has particularly strong ethnocentrism tendency than young generation and there’s an interaction between consumer ethnocentrism and generations toward advertising effects.
The result of the study might have some contributions in the practical field and it provide fundamentals for companies while setting up marketing strategies.
Subjects
廣告
廣告態度
購買意願
消費者我族主義
名人代言
Type
thesis
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