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).



Citation:

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.

Authors

Hayeon Park, Korea University, Korea
Jung-Ah Lee, Korea University, Korea
Young Shin Sung, Korea University, Korea
Yongjun Sung, Korea University, Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

The Anchoring Effects of Temperature Cues on Price Valuations

Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand

Read More

Featured

J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University

Read More

Featured

I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.