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Jiaxing Cheng Thesis.pdf (2.15 MB)

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Korean Celebrity Endorsements in China: The Role of Brand-language Country of Origin Congruence and Endorser Perceived Globalness

Cheng, Jiaxing
http://rave.ohiolink.edu/etdc/view?acc_num=osu1492788085077716

Abstract Details

2017, Master of Science, Ohio State University, Consumer Sciences.
Attributable to the popularity of Korean wave, Korean celebrity endorsement has been widely used in Chinese commercials as a means to increase advertising effectiveness. This study investigated the effect of brand-language country-of-origin (COO) congruence and endorser characteristics on the advertising credibility. A scenario-based survey was used with a 2 (brand origin: foreign brand or local brand) × 2 (language origin: foreign language or local language) × 2 (endorser perceived globalness: high or low) between-subjects design. The results indicated that the brand-language COO congruence leads to higher advertising credibility compared to that of incongruent situations. Moreover, endorser perceived globalness was found to moderate the relationship between brand-language COO congruence and advertising credibility. The findings of the study will help advertisers to determine how to select and use foreign celebrity endorsers effectively in the commercials. Further discussion and implications are provided.
Nancy Rudd (Advisor)
Soobin Seo (Advisor)
Jay Kandampully (Committee Member)
52 p.
Communication
Foreign celebrity endorsement, Brand origin, Language origin, Endorser perceived globalness, Credibility

Recommended Citations

Citations

  • Cheng, J. (2017). Korean Celebrity Endorsements in China: The Role of Brand-language Country of Origin Congruence and Endorser Perceived Globalness [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492788085077716

    APA Style (7th edition)

  • Cheng, Jiaxing. Korean Celebrity Endorsements in China: The Role of Brand-language Country of Origin Congruence and Endorser Perceived Globalness . 2017. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1492788085077716.

    MLA Style (8th edition)

  • Cheng, Jiaxing. "Korean Celebrity Endorsements in China: The Role of Brand-language Country of Origin Congruence and Endorser Perceived Globalness ." Master's thesis, Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492788085077716

    Chicago Manual of Style (17th edition)

osu1492788085077716
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This open access ETD is published by The Ohio State University and OhioLINK.