Article2005

LESSONS FROM THE RICH AND FAMOUS: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising

327 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values

Abstract

Using celebrities to promote products is a popular advertising technique around the world. However, little is known about how the implementation of celebrity endorsement varies according to dominant cultural values. This study content-analyzed television commercials featuring celebrities from two diametrically different countries--the United States and Korea--in terms of two fundamental cultural dimensions: (1) low versus high context, and (2) individualism versus collectivism. Findings of this study suggest that the strategic use and creative executions of celebrity endorsement mirror the respective prevalent cultural orientations in the two countries, although some similarities do exist. Extensive discussion and suggestions for future research are provided.

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References

2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1983THE GLOBALIZATION OF MARKETS 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1977Content Analysis in Consumer Research 1999Celebrity Endorsement: A Literature Review 1989Reliability of Nominal Data Based on Qualitative Judgments

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