KOREASCHOLAR

ARE 声誉, 名声, 명성, AND FAME EVERYWHERE THE SAME? TWO STUDIES ON INTERNATIONAL TRANSFERABLITY OF CELEBRITY ENDORSEMENTS

Willem Smit
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271028
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.950-955
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Left unexplored is how a celebrity’s country-of-origin and fame contribute to brand internationalization. A 2x2x2 conjoint among 126 subjects finds that endorsements made by local celebrities generally enjoy a home advantage, but this COO-effect is moderated. Foreign celebrities from countries with reputed entertainment industries are at least equally strong endorsers.

Keyword
Country-of-originCelebrity endorsementSouth-Korean brandInternational fameEntertainment industries
Author
  • Willem Smit(SMU)