Culture and the Star-Power Strategy: Comparing American and Korean Response to Celebrity-Endorsed Advertising. Issue 1 (1st January 2017)

• Record Type: Journal Article
• Authors: Choi, Jin-A; Lewis, Robert
• Is Part Of: Journal of global marketing. Volume 30:Issue 1(2017)
• Page Start: 3
• Page End: 11
• Publication Date: 2017-01-01
• Subjects: Celebrity endorsement -- culture -- advertising -- moral psychology; Export marketing -- Periodicals; Marketing -- Periodicals; 658.84
• DOI: 10.1080/08911762.2016.1242681
• Languages: English
• ISSNs: 0891-1762

Abstract

ABSTRACT: Given the wide interest in celebrity endorsements in advertising, it is surprising that there are no quantitative cross-cultural studies on their effectiveness across target audiences. Previous content-analytic research makes assumptions about effectiveness, but has not examined these assumptions. Our article fills this gap by comparing American versus Korean student samples' response to celebrity-endorsed ads. We find these cultures diverge in purchase intentions after viewing celebrity-endorsed ads. We also find the emphasis of intuitive moral domains drives purchase intentions. Our discussion focuses on marketing implications as well as outlining future directions for this surprisingly underexplored research area.