The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2024-03-20 DOI:10.1080/08961530.2024.2324779

Cátia Fernandes Crespo, Alcina Gaspar Ferreira, Fábio Matos Ribeiro, Victor Popa

引用次数: 0

Abstract

Celebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural res...

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名人代言对品牌资产的影响：跨文化比较

名人代言已成为全球范围内流行的广告策略。然而，尽管不同文化对名人代言的反应被认为是不同的，但跨文化研究表明，名人代言在不同文化中的反应是不同的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.