Culture and the Star-Power Strategy: Comparing American and Korean Response to Celebrity-Endorsed Advertising

Jin A. Choi, Robert Lewis

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

Given the wide interest in celebrity endorsements in advertising, it is surprising that there are no quantitative cross-cultural studies on their effectiveness across target audiences. Previous content-analytic research makes assumptions about effectiveness, but has not examined these assumptions. Our article fills this gap by comparing American versus Korean student samples’ response to celebrity-endorsed ads. We find these cultures diverge in purchase intentions after viewing celebrity-endorsed ads. We also find the emphasis of intuitive moral domains drives purchase intentions. Our discussion focuses on marketing implications as well as outlining future directions for this surprisingly underexplored research area.

Original languageEnglish
Pages (from-to)3-11
Number of pages9
JournalJournal of Global Marketing
Volume30
Issue number1
DOIs
StatePublished - 1 Jan 2017

Keywords

  • advertising
  • Celebrity endorsement
  • culture
  • moral psychology

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