Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising

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Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement (2014, background): “Superstars such as Yao Ming and Jackie Chan are featured on Forbes.com in both its international and Chinese celebrity lists, thus highlighting consistencies across Chinese and global celebrity systems (Hung, Li, and Belk 2007; Jeffreys and Edwards 2010).”
Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions (2019, background): “The consumer’s relation with the brand is aspirational (Hung, Li, and Belk 2007), especially in emerging markets, where global brands signify modernity, the future, and dreams of abundance (Batra et al. 2000).”
Assessing Celebrity Endorsement Effects in China (2011, background): “Indeed, the country’s young adults who grew up during its years of robust economic growth increasingly have become “global” and “materialistic” in their pursuit of brands (Hung et al., 2007).”