Assessing Celebrity Endorsement Effects in China: A Consumer-Celebrity Relational Approach

Kineta Hung

Hong Kong Baptist University

Kimmy W. Chan

Hong Kong Polytechnic University

Caleb H. Tse

University of Hong Kong

INTRODUCTION

The growing popularity of using sports and entertainment celebrities in brand advertising is evident in the marketplace. In both the United States and China, celebrity endorsement is a key executional strategy that continues to grow in popularity (Chan, Hung, Tse, and Tse, 2008). In the United States, one of four advertisements uses celebrities to gain brand awareness and preference (Stephens and Rice, 1998). In China, 40 percent of youth-product advertisement features at least one celebrity (Chan, 2008), making the effect of this executional tactic on young people a particularly important issue to advertisers in China.