Economics at your fingertips  

Morality matters? Consumer identification with celebrity endorsers in China

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

Asian Business & Management, 2017, vol. 16, issue 4, 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
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:

Ordering information: This journal article can be ordered from

DOI: 10.1057/s41291-017-0022-6

Access Statistics for this article

Asian Business & Management is currently edited by Fabian Jintae Froese

More articles in Asian Business & Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2020-03-07
Handle: RePEc:pal:abaman:v:16:y:2017:i:4:d:10.1057_s41291-017-0022-6