Celebrity Endorsement in Advertisement on Destination Choice Among Generation Y in Hong Kong

Grace Suk Ha Chan, Ada Lai Yung Lee and Connie Hiu Man Wong

International Journal of Marketing Studies, 2018, vol. 10, issue 2, 16-27

Abstract: This study investigated celebrity endorsement for travel destination choice. The study also adopted Hong Kong¡¯s Generation Y as an example and explored the affective image and visitation intention. By using quantitative approach, the study analyzed Hong Kong¡¯s Generation Y that relates to celebrity endorsement for travel destination choice. The results affirm that the hypothesis was corroborated. Celebrity endorsement delivers favorable affective image towards Generation Y. In addition, the study confirms that favorable affective image positively affects the visit intention of Generation Y to travel destinations. However, marketers must understand how to make use of celebrity endorsement to influence Generation Y on their destination choice and finally turn their intention to purchase action.

Keywords: celebrity endorsement; advertisement; Generation Y; destination choice; Hong Kong (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:10:y:2018:i:2:p:16-27

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