Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries. Issue 1 (2nd January 2023)

• Record Type: Journal Article
• Authors: Fam, Kim-Shyan; Waller, David S.; Grohs, Reinhard
• Is Part Of: Journal of Asia-Pacific business. Volume 24:Issue 1(2023)
• Page Start: 39
• Page End: 54
• Publication Date: 2023-01-02
• Subjects: Advertising -- Celebrity -- Cross-Culture -- FCB Grid; Industrial management -- Asia -- Periodicals; Industrial management -- Pacific Area -- Periodicals; Business -- Periodicals; Asia -- Commerce -- Periodicals; Pacific Area -- Commerce -- Periodicals; 330.95
• DOI: 10.1080/10599231.2023.2197531
• Languages: English
• ISSNs: 1059-9231

Abstract

ABSTRACT: Some advertisements include celebrity endorsers hoping that will increase the popularity of the ad and, thereby, the celebrity status will be positively associated with the brand. This paper reports the findings of a cross-cultural study undertaken across the cities Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai, using the Foote, Cone & Belding (FCB) grid to determine whether the appearance of a celebrity increases the chance for the advertisement to be liked. The results found that the use of celebrity endorsements in liked advertisements differed considerably, which provide an insight for advertisers developing campaigns using celebrities in different Asian markets.