Assessing Celebrity Endorsement Effects in China

By Kineta Hung, K. Chan, Caleb H. Tse. Journal of Advertising Research, 2011

185 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/87186c561fb4b81247afe6927948f7b0aac911bd

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Citations in the corpus

Celebrity influences on consumer decision making: new insights and research directions (2019, background): “consumer-celebrity attachments minimise the risks associated with celebrities overshadowing an endorsed brand (Ilicic & Webster, 2014) and the adverse impact of celebrities involved in multiple endorsements (Hung et al., 2011; Ilicic & Webster, 2011).”
The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction (2021, background): “PSI corresponds to the relational illusion a user establishes with the media personality (Horton and Richard Wohl, 1956), and these parasocial relationships are real as individuals perceive them (Hung et al., 2011).”
Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement (2014, methodology): “The entertainment approach also allows researchers to understand the rich bond that consumers develop toward celebrities, as posited by the emerging relational paradigm in the advertising literature (Hung, Chan, and Tse 2011; Hung and Tse 2009).”
Impact of celebrity endorsement in advertising on brand image among Chinese adolescents (2013, background): “Hung et al. (2011) found that entertainment-oriented consumers superficially evaluate the meaning transfer involved in a celebrity endorsement, while intense-attachment based consumers evaluate it carefully with detailed considerations.”
Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention (2016, background): “…of brand awareness), brand attitude and purchase intention, as well as marketing objectives such as profit and sales (Agrawal and Kamakura 1995; Elberse and Verleun 2012; Erdogan, Baker, and Tagg 2001; Erdogan 1999; Hung, Chan, and Tse 2011; Kaikati 1987; Mathur, Mathur, and Rangan 1997).”
Celebrity endorsements: a literature review and research agenda (2016, background): “Moreover, a survey of Chinese consumers carried out by Hung, Chan, and Tse (2011) suggests that celebrity endorsements will be less effective if celebrities are perceived by consumers as having too many endorsements (a situation that is common in China where celebrities tend to endorse a multitude…”