KOREASCHOLAR

This paper examines the effects of narrowed social distance with celebrity endorsers (i.e., via close relationship categories) and their origin (i.e., local or international) on consumer evaluations towards their endorsed advertisements. It is proposed that employing a relational approach in celebrity endorsement where celebrities are framed as sociallyclose personae leads to increased attitudes toward the advertisement. A pilot test on actual advertisements and three laboratory studies show that the celebrity endorsement is more effective when the advertisement features the celebrities as socially-close personae than when they are more distant; and these effects are more pronounced when the celebrity is local than foreign. Finally, the study proposes that consumer self-referencing towards celebrities mediates these effects. Anchored on construal level and social identity theories, implications on relational approach in celebrity endorsements and on international marketing communications are discussed complementarily with Asian culture inherently subscribing to relational celebrity endorsements.

• Dave Centeno(University of the Philippines, Philippines)
• Jeff Jianfeng Wang(City University of Hong Kong, Hong Kong, China)