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Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures

Developing strategies for international celebrity branding: a comparative analysis between... This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse consumer response to celebrity branding across Britain and Pakistan containing non-explicit and explicit sex appeals.Design/methodology/approachA within-subject experimental design (2 countries × 2 ad designs) is employed to test the research model across Western and South Asian cultures. Structural equation modelling (SEM) and multi-group analysis (MGA) are used to test proposed hypotheses.FindingsSEM results confirm the theoretical model: perception and attitude towards the advert and brand mediate the impact of celebrity effectiveness on purchase intention. Celebrity-endorsed advertising without explicit sex appeals elicited an overall favourable response across markets. British consumers respond to both adverts similarly. Yet, Pakistani consumers filter advert themes through salient cultural values and respond negatively to explicit sex appeals whilst, interestingly, accepting sexuality in associations of a celebrity endorser.Practical implicationsInternational celebrities can have cross-cultural appeal, and commonalities exist between the markets. A global or domestic marketing strategy can be utilised across the cultures based upon the environmental conditions and the themes and appeals incorporated within advert design.Originality/valueThe conceptual model is developed by consolidating existing models within celebrity endorsement and considering the mediating influence of both the advert and brand. The model is validated across theoretically different cultures. The comparative approach and selection of an underrepresented market provide novel insight into international branding strategies and global consumer culture. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures

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References (83)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0265-1335
DOI
10.1108/imr-08-2021-0261
Publisher site
See Article on Publisher Site

Abstract

This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse consumer response to celebrity branding across Britain and Pakistan containing non-explicit and explicit sex appeals.Design/methodology/approachA within-subject experimental design (2 countries × 2 ad designs) is employed to test the research model across Western and South Asian cultures. Structural equation modelling (SEM) and multi-group analysis (MGA) are used to test proposed hypotheses.FindingsSEM results confirm the theoretical model: perception and attitude towards the advert and brand mediate the impact of celebrity effectiveness on purchase intention. Celebrity-endorsed advertising without explicit sex appeals elicited an overall favourable response across markets. British consumers respond to both adverts similarly. Yet, Pakistani consumers filter advert themes through salient cultural values and respond negatively to explicit sex appeals whilst, interestingly, accepting sexuality in associations of a celebrity endorser.Practical implicationsInternational celebrities can have cross-cultural appeal, and commonalities exist between the markets. A global or domestic marketing strategy can be utilised across the cultures based upon the environmental conditions and the themes and appeals incorporated within advert design.Originality/valueThe conceptual model is developed by consolidating existing models within celebrity endorsement and considering the mediating influence of both the advert and brand. The model is validated across theoretically different cultures. The comparative approach and selection of an underrepresented market provide novel insight into international branding strategies and global consumer culture.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 27, 2023

Keywords: Cross cultural analysis; International marketing; Global celebrity branding; Consumer behaviour; Sex appeals; Cultural marketing

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