受欢迎广告中的名人代言:对亚洲国家的研究

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2023-01-02 DOI:10.1080/10599231.2023.2197531

Kim-Shyan Fam, David S. Waller, Reinhard Grohs

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引用次数: 1

摘要

摘要有些广告包括名人代言人，他们希望能提高广告的知名度，从而使名人地位与品牌呈正相关。本文报道了在香港、上海、雅加达、曼谷和孟买进行的一项跨文化研究的结果，该研究使用Foote，Cone&Belding（FCB）网格来确定名人的出现是否增加了广告被喜欢的机会。研究结果发现，在喜欢的广告中使用名人代言的情况差异很大，这为广告商在不同的亚洲市场开发使用名人的广告活动提供了见解。

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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Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries

ABSTRACT 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.

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.