Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach

Kineta H HUNG*, Wa Kimmy CHAN, Caleb H. Tse

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

112 Citations (Scopus)


Celebrity endorsement is a salient executional strategy in china, where national celebrities often endorse more than 20 brands. This paper adopts a relational perspective to examine this research issue. The relational perspective is driven by three core chinese cultural values: collectivism, risk aversion, and power distance. The authors propose a model that postulates how celebrity-worship leads to value transfer that, in turn, affects brand purchase intent. Findings from a survey involving 1,030 respondents from a national panel of consumers, showed that consumer celebrity worship is a significant antecedent to endorser effects; over-endorsement by a celebrity is an important moderator; and the model is robust across both sports and entertainment celebrities.
Original languageEnglish
Pages (from-to)608-623
Number of pages16
JournalJournal of Advertising Research
Issue number4
Publication statusPublished - 1 Dec 2011

Scopus Subject Areas

  • Communication
  • Marketing


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