Online citations, reference lists, and bibliographies.
← Back to Search

Celebrity Endorsements In Advertisements And Consumer Perceptions: A Cross-Cultural Study

Somdutta Biswas, Mahmood Hussain, K. O'Donnell
Published 2009 · Economics

Cite This
Download PDF
Analyze on Scholarcy
Share
ABSTRACT We studied consumer perceptions of celebrity endorsements from a cross-cultural perspective. In empirically examining consumer perception of celebrity endorsement, we used Hofstede's cultural dimensions to develop research propositions and examined these propositions through focus group discussions involving consumers from India and the United States. Findings indicated that specific differences and similarities exist in how consumers across India and the United States perceive celebrity endorsements. There is a positive, although moderate, impact of celebrity endorsements on attention and exposure of consumers. Implications for marketers as well as suggestions for future research are discussed.
This paper references
Feel-do-learn: an alternative
(1987)
Cultural values reflected in theme and execution: a comparative study of U.S. & Korean commercials
B Cho (1999)
As economy grows, India goes for designer goods-Mr. Murjani sells $100 Hilfiger jeans
E Bellman (2007)
Endorser effectiveness by product type.
H. H. Friedman (1979)
10.1108/EUM0000000002531
Commentary: Celebrity Endorsers: Do You Get What You Pay for?
M. Walker (1992)
Ad-justment
A M Mack
10.1300/J046V12N02_05
An Examination of the Information and Thematic Content of Consumer Print Advertising in India
Tanuja Srivastava (2000)
10.4324/9781351312967
Culture and consumption
V. A. Zelizer (2010)
10.1080/00913367.1994.10673428
The Sense of "Nonsense": Japanese TV Advertising
J. Johansson (1994)
10.1007/BF02732313
Correlates of trustworthiness for celebrities
H. H. Friedman (1978)
10.1086/209217
Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
G. Mccracken (1989)
Consumer behavior and market action
H. Assael (1984)
The celebrity sell: making it work
(1981)
Hidden Differences: Doing Business with the Japanese
E. Hall (1987)
Effectiveness of celebrity endorsers
C. Atkin (1983)
Foreign elements in Korean and U.S. television advertising
C R Taylor (1996)
Who is the celebrity endorser? Cultural foundations of the celebrity endorsement process
G Mccracken (1989)
10.1007/BF02716996
The influence of source credibility on communication effectiveness
W. Allen (1953)
Murdoch says U.S. advertising good; eyes Asia
R. Chandra (2008)
The ad changes with the shopper in front of it
E Steel
Feel-do-learn: an alternative sequence underlying Japanese consumer response to television commercials
G E Miracle (1987)
10.1006/JESP.1994.1016
Persuasion and culture: Advertising appeals in individualistic and collectivistic societies.
Sangpil Han (1994)
10.1002/MAR.4220110605
Congruence between spokesperson and product type: A matchup hypothesis perspective
M. Kamins (1994)
Reflections of culture: an analysis
B. Mueller (1987)
10.1016/S0167-8116(97)00026-8
The changing dynamic of consumer behavior: Implications for cross-cultural research
Susan P. Douglas (1997)
The sense of Japanese TV advertising
J K Johansson (1994)
10.1080/02650487.1987.11107007
Celebrity Advertising: A Review and Synthesis
Jack G. Kaikati (1987)
Celebrity advertising: a review
J. G. Kaikati (1987)
Press release: Western Ad markets continue to slow, but surging developing markets propel healthy world growth in ad expenditure
ZenithOptimedia. (2008)
10.1080/00913367.1996.10673499
Music and Lyrics in Commercials: A Cross-Cultural Comparison between Commercials Run in the Dominican Republic and in the United States
N. Murray (1996)
10.1108/02651330710827979
Cultural values and effective executional techniques in advertising
Kim-Shyan Fam (2007)
A famous face is not sufficient to lure consumers
S. Bashford (2001)
10.1108/EB008290
MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING
Russell Belk (1985)
10.5860/choice.35-1297
世界経済・社会統計 = World development indicators
鳥居 泰彦 (1998)
10.1080/00913367.1996.10673512
Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries
Nancy D. Albers-Miller (1996)
A critical appraisal of individualism and collectivism: Toward a new formulation.
Çiğdem Kâğitçibaşi (1994)
Indiantelevision.com's AdEx India analysis: overview of TV advertising during
A famous face is not sufficient to lure consumers. Marketing, London
S Bashford
10.5860/choice.43-4141
The World Is Flat: A Brief History of the Twenty-First Century
Dwight D. Murphey (2006)
Indiantelevision.com's AdEx India analysis: overview of retail sector advertising on TV during
10.1016/S0065-2601(08)60107-0
From Acts To Dispositions The Attribution Process In Person Perception1
E. Jones (1965)
10.1108/02651330110381998
An integrative framework for cross‐cultural consumer behavior
D. Luna (2001)
10.1086/209029
Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective
Lynn R. Kahle (1985)
10.5860/choice.42-5937
Cultures and Organizations: Software of the Mind
G. Hofstede (1991)
10.1080/00913367.1996.10673505
Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions
Y. Zhang (1996)
10.1080/00913367.1989.10673139
Hispanics and Blacks in television commercials.
Robert E. Wilkes (1989)
10.1086/209048
Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods
G. Mccracken (1986)
Advertising, communication and supplemental aspects of integrated marketing communication
T E Shimp (1997)
10.1177/002188637701300414
Beyond Culture
Dee G. Appley (1977)
The impact of celebrity spokespersons' perceived image on consumers' intention to purchase.
Roobina Ohanian (1991)
10.1080/00913367.1992.10673387
A Comparison of Print Advertisements from the United States and France
A. Biswas (1992)
10.2307/415270
Marketing and Semiotics: New Directions in the Study of Signs for Sale
R. Wilbur (1989)
Ordinary people starring in ads convey realistic, genuine feel
B Steinberg
10.1002/(SICI)1520-6793(199703)14:2<99::AID-MAR1>3.0.CO;2-I
Cultural values in international advertising: An examination of familial norms and roles in Mexico
Gary D. Gregory (1997)
Reflections of Culture: An Analysis of Japanese and American Advertising Appeals.
B. Müller (1986)
10.2307/2393017
Culture′s Consequences: International Differences in Work-Related Values
W. Lonner (1980)
New York: Random House. Milk mustache campaign
W J Mcguire
Materialism and status appeals
R. Books. Pollay (1985)
The celebrity sell: making it work. Marketing Times
H M Spielman (1981)
TNS media intelligence reports U.S
A. Wells (2008)
The impact of celebrity spokesper
R. Ohanian (1991)
The impact of celebrity endorsements on consumers
S Oaposmahony (1998)
10.1080/00913367.2005.10639190
LESSONS FROM THE RICH AND FAMOUS: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising
S. Choi (2005)
Central and peripheral routes to persuasion; application to advertising
R E Petty (1983)
10.1086/266996
PROCESSES OF OPINION CHANGE
H. Kelman (1961)
Bollywood stars score high on celebrity track. Catalyst, The Hindu Business Line
N Subramaniam
As economy grows, India goes for designer goods—Mr
E. Bellman (2007)
10.2501/S0265048708080396
Global economy and adspend prospects
C. MacLeod (2008)
Does the celebrity endorser’s image spill over the product
H. H. Friedman (1978)
TNS media intelligence reports U.S. advertising expenditures declined 1.6 percent in first half
A Wells
World development indicators. Available from the World Bank DDP Quick Query
World Bank (2008)
10.1080/00913367.1990.10673175
An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep
M. Kamins (1990)
10.1515/9783110853254.189
The Forest or the Trees? A Gestalt Approach to Symbolic Consumption
M. R. Solomon (1987)
10.1146/ANNUREV.PS.44.020193.001001
Attitudes and Attitude Change
J. M. Olson (1993)
Book Review: \IThe World Is Flat: A Brief History of the Twenty-First Century\N by Thomas L. Friedman. New York: Farrar, Straus and Giroux, 2005
R. Bert (2006)
About Geert HofstedeTM cultural dimensions
ITIM International. (2008)
From acts to disposition: the attribution process in person perception
E E Jones (1965)
10.1108/10610420210419522
An examination on multiple celebrity endorsers in advertising
Chung‐kue Hsu (2002)
10.1080/00913367.1999.10673596
Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials
Bongjin Cho (1999)
Advertising industry to grow more-Sandeep Marwah
Materialism and status appeals in Japanese and U.S. print advertising. International Marketing Review
R Pollay (1985)



This paper is referenced by
10.1504/IJICBM.2016.078846
Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
Abhishek (2016)
Wpływ negatywnej informacjo o celebrycie na wizerunek wspieranej marki
Ewa Jerzyk (2014)
10.1108/YC-07-2016-00620
An IMB model testing via endorser types and advertising appeals on young people's attitude towards cervical cancer prevention advertisement in Hong Kong
M. Fung (2017)
10.5539/IJMS.V11N2P15
Influences of Product Involvement and Symbolic Consumption Cues in Advertisements on Consumer Attitudes
Chao-Ming Yang (2019)
South African black generation Y students' perceptions of local black celebrity endorsers' credibility
Boitumelo Vincent Molelekeng (2012)
Students Perceptions about Celebrity Endorsement
Mersid Poturak (2013)
10.1145/3387263.3387281
Purchasing of Foreign Beauty Products in Mongolia: What Makes It and What Breaks It?
M. Moslehpour (2020)
Celebrity Selection Strategies in the Automobile Industry A Review of Related Literature
Isaac Ofori-Okyere Ofori-Okyere (2015)
10.35536/ljb.2017.v5.i2.a3
The Impact of Celebrity Endorsement on Brand Affection and Purchase Intention: The Mediating Role of Word of Mouth
Farida Saleem (2017)
Celebrity advertising and source credibility in Hong Kong
Y. Kan (2013)
10.1108/BIJ-05-2018-0133
Marketing communications via celebrity endorsement: an integrative review
Patrícia Ianelli Rocha (2019)
CELEBRITY ADVERTISING ANDTHE PERFORMANCE OF NEW PRODUCTS IN GLOBACOM NIGERIA LIMITED
Dakung Reuel Johnmark (2014)
Factors predicting the effectiveness of sports celebrity endorsement advertising: a partial replication and extension
Steve Dix (2010)
The impact of celebrity endorser type and source credibility on the advertising attitudes and purchase intentions of Indian rural consumers
S. Muralidharan (2012)
10.3126/JBMR.V2I1-2.18151
Components of Celebrity Endorsement Affecting Brand Loyalty of Nepali Customers
Rojan Baniya (2017)
10.1093/sp/jxz040
Publicizing the (In)visible? Celebrities, Anti-Human Trafficking Activism, and Feminist Ideologies
S. Majic (2019)
The Review of the Effectiveness of Celebrity Advertising that Influence Consumer’s Perception and Buying Behavior
O. W. Han (2015)
10.1108/INTR-12-2017-0530
The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes
Cheah Jun-Hwa (2019)
10.24034/J25485024.Y2015.V19.I4.2000
ANTECENDENTS OF CONSUMERS PERCEPTION AND ITS INFLUENCE TOWARDS PURCHASE INTENTION ON COSMETICS PRODUCT
P. Adi (2017)
10.24955/ILEF.554036
Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma
Zafer Kıyan (2019)
10.1057/S41270-018-0028-8
Loss or gain? The impact of Chinese local celebrity endorser scandal on the global market value of the endorsed brands
J. Zhang (2018)
Celebrity Endorser Selection Strategies as Effective Marketing Communications Tool in the Automobile Industry – A Review Paper on Related Literature
I. Ofori-Okyere (2015)
The Effect of Celebrity Endorsement on Consumers’ Purchase Intention: The Case of Commercial Bank of Ethiopia
Beyene Molla (2019)
Pros and Cons of Celebrity Advertising in India
(2014)
10.1177/0002716213515837
The Celebritization of Human Trafficking
D. Haynes (2014)
10.1080/08961530.2020.1786875
Endorsement Effectiveness of Celebrities versus Social Media Influencers in the Materialistic Cultural Environment of India
Arpita Agnihotri (2020)
10.1509/jm.16.0169
When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements
K. Winterich (2018)
10.1002/MAR.20550
It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness
S. Choi (2012)
THE IMPACT OF GLOBAL ADVERTISEMENTS ON INDIAN CULTURE
Jagdish Raj Saini (2014)
10.1108/INTR-12-2017-0534
How functional and emotional ads drive smartwatch adoption
Nina Krey (2019)
10.1080/01292986.2013.790912
Effects of celebrity-organization congruence on audience attitudes, preferences, and credibility ratings for goodwill ambassadors
Jaewoong Yoo (2013)
10.2139/SSRN.1802531
Celebrity Endorsements and Its Impact on Consumer Buying Behaviour
A. Kumar (2011)
See more
Semantic Scholar Logo Some data provided by SemanticScholar