Morality matters? Consumer identification with celebrity endorsers in China

Felix Martin () and Fu Tao-Peng ()
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Felix Martin: University of Lancaster
Fu Tao-Peng: University of Lancaster

Asian Business & Management, 2017, vol. 16, issue 4, No 5, 272-289

Abstract: Abstract Identification as a source of ethical attitudes is traditionally associated with Western rather than Confucian cultures. Here, two empirical studies examine the impact of celebrity endorsement on purchase intention among consumers of Chinese origin, through processes of consumer identification with celebrity moral traits. In this way, this paper develops the literature on ethics amongst consumers of Chinese origin and, more generally, the literature on source credibility through moral traits. It is also one of the first papers to consider the moral consumption habits of online gamers.

Keywords: Celebrity endorser; Moral character; Ethical marketing; Online-game ethics; Moral identification; Cultural moral values (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (10)

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DOI: 10.1057/s41291-017-0022-6

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