Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218547 
Year of Publication: 
2014
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 45 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 2014 [Pages:] 45-55
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
This study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-oforiginperception, brand attitudes or product quality evaluations in the reactions of 797 consumers in Shanghai to magazine advertisements featuring celebrities of Chinese vs. Western ethnicity. The lack of any significant effect of the ethnicity of celebrities on a brand's perceived country of origin precludes country image having any effect on those variables for the case of the cosmopolitan Chinese consumer.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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