Is Nationality Important? A New Perspective on the Relationship between Celebrity Endorsement and Advertising Effects
国别属性重要吗?代言人与广告效果关系研究的新视角

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...