Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?

• 成果类型: Article
• 署名作者: Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv
• 署名单位: Indian Institute of Management (IIM System); Indian Institute of Management Ahmedabad; University of South Carolina System; University of South Carolina Columbia; Wayne State University; Babson College
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-018-00209-1
• 发表日期: 2019
• 页码: 295-317
• 关键词: country-of-origin effects; Advertising; ethnocentrism; cosmopolitanism; cross-cultural experiments; Multiple regression analysis

摘要

This paper investigates country-of-origin (CO) effects as they relate to celebrity endorsements. Across multiple studies in emerging markets, the authors show that consumers' evaluations depend on the match between (1) celebrity CO and consumer CO (termed consumer CO fit), and (2) celebrity CO and brand CO (termed brand CO fit). If there is a trade-off between consumer CO fit and brand CO fit, the authors identify contingencies (e.g., ethnocentrism levels) that determine which type of CO fit leads to higher evaluations. Furthermore, the authors develop prescriptions for segmentation in emerging markets and specify when these prescriptions differ from those prescribed by prior international business research.