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Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?

  • Subhadip Roy
  • Abhijit GuhaEmail author
  • Abhijit Biswas
  • Dhruv Grewal
Article

Abstract

This paper investigates country-of-origin (CO) effects as they relate to celebrity endorsements. Across multiple studies in emerging markets, the authors show that consumers’ evaluations depend on the match between (1) celebrity CO and consumer CO (termed consumer CO fit), and (2) celebrity CO and brand CO (termed brand CO fit). If there is a trade-off between consumer CO fit and brand CO fit, the authors identify contingencies (e.g., ethnocentrism levels) that determine which type of CO fit leads to higher evaluations. Furthermore, the authors develop prescriptions for segmentation in emerging markets and specify when these prescriptions differ from those prescribed by prior international business research.

Keywords

country-of-origin effects advertising ethnocentrism cosmopolitanism cross-cultural experiments multiple regression analysis 

Résumé

Cet article examine les effets du pays d’origine (PO) lorsqu’ils sont liés aux soutiens de célébrités. Dans le cadre de nombreuses études menées dans des marchés émergents, les auteurs montrent que les évaluations des consommateurs dépendent de l’adéquation entre (i) le PO de la célébrité et le PO du consommateur (appelée adéquation du PO du consommateur) et (ii) le PO de la célébrité et le PO de la marque (appelée adéquation du PO de la marque). S’il existe un compromis entre l’adéquation du PO du consommateur et l’adéquation du PO de la marque, les auteurs identifient des facteurs de contingence (par exemple, les niveaux d’ethnocentrisme) qui déterminent quel type d’adéquation du PO mène à des évaluations supérieures. En outre, les auteurs élaborent des prescriptions pour la segmentation des marchés émergents et précisent quand ces prescriptions diffèrent de celles prescrites par les recherches antérieures en international business.

Resumen

Este artículo investiga el efecto del país de origen (PO) en lo que se relaciona con la promoción de celebridades. A través de múltiples estudios en mercados emergentes, los autores muestran que las evaluaciones de los consumidores depende de la correspondencia entre (i) celebridad-PO y consumidor-PO (denominado ajuste del consumidor PO), y (ii) celebridad-PO y marca-PO (denominado ajuste de marca PO). Si hay una compensación entre el ajuste del consumidor PO y el ajuste de marca PO, los autores identifican contingencias (por ejemplo, niveles de etnocentrismo) lo que determina que tipo de ajuste PO lleva a mayores evaluaciones. Además, los autores desarrollan prescripciones para la segmentación en mercados emergentes y especifican cuando estas prescripciones difieren de las prescritas por investigaciones anteriores en negocios internacionales.

Resumo

Este artigo investiga os efeitos do país de origem (CO) relacionados a endossos de celebridades. Em vários estudos em mercados emergentes, os autores mostram que avaliações de consumidores dependem da correspondência entre (i) CO da celebridade e CO do consumidor (cunhado como ajuste do CO do consumidor) e (ii) CO da celebridade e CO da marca (cunhado como ajuste do CO da marca). Se houver um trade-off entre o ajuste do CO do consumidor e o ajuste do CO da marca, os autores identificam contingências (por exemplo, níveis de etnocentrismo) que determinam que tipo de ajuste de CO leva a melhores avaliações. Além disso, os autores desenvolvem prescrições para segmentação em mercados emergentes e especificam quando essas prescrições diferem daquelas prescritas por pesquisas anteriores em negócios internacionais.

摘要

本文研究了与名人代言相关的原产国(CO)效应。 在新兴市场的多项研究中,作者表明消费者评价取决于(i)名人CO和消费者CO(称为消费者CO匹配)和(ii)名人CO和品牌CO(称为品牌 CO匹配)。如果在消费者CO匹配和品牌CO匹配之间需要权衡,作者则识别(例如,种族中心主义水平)决定哪种类型CO-匹配导致更高评价的意外事件。此外,作者开发了新兴市场细分的处方,并说明这些处方何时与先前国际商务研究规定的处方不同。

Notes

ACKNOWLEDGEMENTS

The authors thank the Editor-in-Chief, Area Editor, and the review team for their guidance and support during the review process. The authors also thank (1) the senior managers who spoke with the authors as this paper developed, and (2) colleagues at their respective business schools who provided both friendly feedback and technical advice at various points in time.

Author's contribution

SR, AG, and AB contributed towards collecting and analyzing data. All authors contributed towards the writing of the paper.

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Copyright information

© Academy of International Business 2019

Authors and Affiliations

  • Subhadip Roy
    • 1
  • Abhijit Guha
    • 2
    Email author
  • Abhijit Biswas
    • 3
  • Dhruv Grewal
    • 4
  1. 1.Department of MarketingIndian Institute of ManagementAhmedabadIndia
  2. 2.Department of Marketing, Darla Moore School of BusinessUniversity of South CarolinaColumbiaUSA
  3. 3.Kmart Endowed Chair, Department of Marketing and Supply Chain ManagementWayne State UniversityDetroitUSA
  4. 4.Toyota Chair, E-Commerce and Electronic Business, Department of MarketingBabson CollegeBabson ParkUSA

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