Cultural Differences in Celebrity Endorsement Evaluation: Holistic Vs. Analytic Thinkers
The objective of the current research is to test the impact of the congruency between brand and celebrity on consumers’ celebrity endorsement evaluation. Our findings show that Easterners (i.e. holistic thinkers) are more tolerant of low celebrity-brand fit endorsements than are those from Western cultures (i.e. analytic thinkers).
Hayeon Park, Jung-Ah Lee, Young Shin Sung, and Yongjun Sung (2015) ,"Cultural Differences in Celebrity Endorsement Evaluation: Holistic Vs. Analytic Thinkers", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 329-329.
Hayeon Park, Korea University, Korea
Jung-Ah Lee, Korea University, Korea
Young Shin Sung, Korea University, Korea
Yongjun Sung, Korea University, Korea
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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