Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries

Fam, K-S; Waller, DS; Grohs, R

Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries

Fam, K-S Waller, DS Grohs, R

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Publisher:: Informa UK Limited
Publication Type:: Journal Article
Citation:: Journal of Asia-Pacific Business, 2023, 24, (1), pp. 39-54
Issue Date:: 2023-01-01

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Field	Value	Language
dc.contributor.author	Fam, K-S
dc.contributor.author	Waller, DS
dc.contributor.author	Grohs, R
dc.date.accessioned	2024-02-26T02:45:47Z
dc.date.available	2024-02-26T02:45:47Z
dc.date.issued	2023-01-01
dc.identifier.citation	Journal of Asia-Pacific Business, 2023, 24, (1), pp. 39-54
dc.identifier.issn	1059-9231
dc.identifier.issn	1528-6940
dc.identifier.uri	http://hdl.handle.net/10453/175879
dc.description.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.
dc.language	en
dc.publisher	Informa UK Limited
dc.relation.ispartof	Journal of Asia-Pacific Business
dc.relation.isbasedon	10.1080/10599231.2023.2197531
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1505 Marketing
dc.subject.classification	Business & Management
dc.subject.classification	3506 Marketing
dc.subject.classification	3507 Strategy, management and organisational behaviour
dc.title	Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries
dc.type	Journal Article
utslib.citation.volume	24
utslib.for	1503 Business and Management
utslib.for	1505 Marketing
pubs.organisational-group	University of Technology Sydney
pubs.organisational-group	University of Technology Sydney/Faculty of Business
pubs.organisational-group	University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access	*
pubs.consider-herdc	true
dc.date.updated	2024-02-26T02:45:46Z
pubs.issue	1
pubs.publication-status	Published online
pubs.volume	24
utslib.citation.issue	1

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/175879