%0 Journal Article
%T Is Nationality Important? A New Perspective on the Relationship between Celebrity Endorsement and Advertising Effects<br>国别属性重要吗?代言人与广告效果关系研究的新视角
%A ZHANG Hong-Xia
%A ZHANG Yi
%A <br>张红霞
%A 张益
%J 心理学报
%D 2010
%I 
%X The Chinese market has become a focus of global competition.Many foreign firms seek local celebrities to endorse products or brands in order to enhance brand power and competitiveness in the market.In contrast,some Chinese firms turn to foreign celebrity endorsement to increase the firm's image and prestige.Interesting questions emerge from this market change:do advertising effects of celebrity endorsement vary according to the nationality of the celebrity endorser (Chinese versus foreign)? Does the fit bet...
%K endorser characteristics
%K advertising effect
%K endorser nationality
%K product nationality
%K fit<br>代言人特征
%K 广告效果
%K 代言人国别属性
%K 产品国别色彩
%K 匹配度
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=C94E3F05CFD5644C9DAA97BEB9148D4784B6B22E64D84F4E&jid=1EE72F392B87F45015B3CA6D9A7AFA6F&aid=3D517A0351A4745929364891E24956AF&yid=140ECF96957D60B2&vid=ECE8E54D6034F642&iid=0B39A22176CE99FB&sid=8ED630AD8C61FAE8&eid=EC34D52BE81085CE&journal_id=0439-755X&journal_name=心理学报&referenced_num=0&reference_num=0