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Title: Foreign versus local non-celebrity endorser effects in emerging economies : the role of ideal identity salience
Other Titles: Fa zhan zhong guo jia wai guo yu ben guo fei ming ren dai yan ren de xiao ying fen xi : li xiang shen fen xian zhu xing de zuo yong
发展中国家外国与本国非名人代言人的效应分析 : 理想身份显著性的作用
Authors: Wang, Xuehua (王雪华)
Department: Dept. of Marketing
Degree: Doctor of Philosophy
Issue Date: 2007
Publisher: City University of Hong Kong
Subjects: Endorsements in advertising
Notes: CityU Call Number: HF5823.W358 2007
Includes bibliographical references (leaves 118-141)
Thesis (Ph.D.)--City University of Hong Kong, 2007
v, 151 leaves : ill. ; 30 cm.
Type: Thesis
Abstract: Non-celebrity endorsers are widely used in advertising to display similarity or offer affective appeals to an audience. In emerging economies, however, a foreign non-celebrity endorser is typically utilized for status products to arouse symbolic meanings such as social distinctions and modernity, whereas a local non-celebrity is often used for non-status products because s/he could inspire a feeling of similarity in consumers’ minds and thus favorably influence consumers’ attitudes. This study investigates the mediating mechanism of consumers’ exposure to ads endorsed by a foreign versus a local non-celebrity for both a status and a non-status product in emerging economies. Specifically, it compares effects of these four combinations and proposes ideal identity salience as a partial mediator that influences source credibility and consumers’ ad attitudes positively. Experimental results reveal that the interactions of a foreign non-celebrity and a status product and of a local non-celebrity and a non-status product lead to more favorable responses. The mediating role of ideal identity salience and its impact on source credibility and ad attitudes were supported.
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