Brand Endorsement and COO: An Exploration of the Value of Multicultural Celebrity Brand Endorsers

The art and science of pairing celebrity and product have yielded tangible results. Approximately 14% to 19% of advertisements in the United States feature celebrity endorsers and is two times greater in foreign markets (Elberse & Verleun, 2012). Most consumers spend limited time when selecting...

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Bibliographic Details
Published in:Journal of business diversity 2015-12, Vol.15 (2), p.102
Main Authors: Charles, Reccia N, Nardi, Nazly K
Format: Article
Language:English
Subjects:
Alliances
Brand names
Celebrities
Consumers
Consumption
Correlation analysis
Country of birth
Cultural heritage
Emerging markets
Endorsements
Globalization
Multiculturalism & pluralism
Rule of origin
Social networks
Studies
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Summary:The art and science of pairing celebrity and product have yielded tangible results. Approximately 14% to 19% of advertisements in the United States feature celebrity endorsers and is two times greater in foreign markets (Elberse & Verleun, 2012). Most consumers spend limited time when selecting products and rely on a few cues, country-of-origin (COO) being one of them (Ozretic-Dosen, Skare, & Krupka, 2007). In this exploratory study the relationship of the celebrity COO and that of the product/service brands they represent is examined in order to determine if the celebrity creates more added economic value if they are from same country of origin as the brand they are trying to promote.
ISSN:2158-3889