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Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries

Kim‐Shyan Fam et al.

Journal of Asia Pacific Business2023https://doi.org/10.1080/10599231.2023.2197531article
AJG 1ABDC C
Weight
0.41

What the paper says

Some advertisements include celebrity endorsers hoping that will increase the popularity of the ad and, thereby, the celebrity status will be positively associated with the brand. This paper reports the findings of a cross-cultural study undertaken across the cities Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai, using the Foote, Cone & Belding (FCB) grid to determine whether the appearance of a celebrity increases the chance for the advertisement to be liked. The results found that the use of celebrity endorsements in liked advertisements differed considerably, which provide an insight for advertisers developing campaigns using celebrities in different Asian markets.

2 citations

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Cite this paper

https://doi.org/https://doi.org/10.1080/10599231.2023.2197531

Or copy a formatted citation

@article{kim‐shyan2023,
  title        = {{Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries}},
  author       = {Kim‐Shyan Fam et al.},
  journal      = {Journal of Asia Pacific Business},
  year         = {2023},
  doi          = {https://doi.org/https://doi.org/10.1080/10599231.2023.2197531},
}

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Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.