Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?

Subhadip Roy (), Abhijit Guha (), Abhijit Biswas () and Dhruv Grewal ()
Additional contact information
Subhadip Roy: Indian Institute of Management
Abhijit Guha: University of South Carolina
Abhijit Biswas: Wayne State University
Dhruv Grewal: Babson College

Journal of International Business Studies, 2019, vol. 50, issue 3, No 1, 295-317

Abstract: Abstract 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.

Keywords: country-of-origin effects; advertising; ethnocentrism; cosmopolitanism; cross-cultural experiments; multiple regression analysis (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://link.springer.com/10.1057/s41267-018-00209-1 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jintbs:v:50:y:2019:i:3:d:10.1057_s41267-018-00209-1

Ordering information: This journal article can be ordered from
http://www.springer. ... nt/journal/41267/PS2

DOI: 10.1057/s41267-018-00209-1

Access Statistics for this article

Journal of International Business Studies is currently edited by John Cantwell

More articles in Journal of International Business Studies from Palgrave Macmillan, Academy of International Business
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().