Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
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Date
2019Author
Roy, Subhadip
Guha, Abhijit
Biswas, Abhijit
Grewal, Dhruv
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This paper investigates country-of-origin (CO) effects as they relate to celebrity
endorsements. Across multiple studies in emerging markets, the authors show
that consumers’ evaluations depend on the match between (1) celebrity CO
and consumer CO (termed consumer CO fit), and (2) celebrity CO and brand
CO (termed brand CO fit). If there is a trade-off between consumer CO fit and
brand CO fit, the authors identify contingencies (e.g., ethnocentrism levels)
that determine which type of CO fit leads to higher evaluations. Furthermore,
the authors develop prescriptions for segmentation in emerging markets and
specify when these prescriptions differ from those prescribed by prior
international business research.
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