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【Abstract】Celebrity endorsement continues to receive interest from consumers and marketers in Chinese fashion market. This research aims to investigate the core factors influencing effective celebrity endorsements.
【Key words】Celebrity Endorsement; Chinese Fashion Market; Source Credibility
【作者簡介】杨子滢，北京师范大学珠海分校。
1. Introduction
In order to promote brands, endorsement is frequently used as an effective strategy. Nowadays, the most widely used types of endorsers are experts, typical customers, CEO and celebrities. Among them, celebrity endorsers are generally believed to have more positive and persuasive impact on brand selection, especially in a collectively cultural context like China.
2. Literature review
Fashion travels more widely and more quickly with the rapid development of globalization nowadays (Dickerson, 2003). Research and reflection about“Source credibility” consist of two generic types: Source attractive model and source credibility model. Attractiveness, expertise and trustworthiness are defined as the three essential dimensions of source credibility (Ohanian, 1990).
3. Conceptual model and research hypotheses
As credibility endorsement has three dimensions, this research proposes three hypotheses as follows:
H1. The attractiveness of a celebrity endorser will positively and directly impact customers’ attitudes towards the endorsed brand.
H2. The expertise of a celebrity endorser will positively and directly impact customers’ attitudes towards the endorsed brand.
H3. The trustworthiness of a celebrity endorser will positively and directly impact customers’ attitudes towards the endorsed brand.
4. Methodology
An online self-administrated questionnaire survey is used for this research. All measurement scales follows relative literature reviews. Data collection lasts eighteen days and 370 questionnaires are collected finally. The characteristics of samples are stated as follows: 233 participants are male (63%) and 137 are female (37%). 59% of sample’s age is between 19 and 24 and 32% is between 25 and 34. 58% is college educated and 35% is postgraduate. IBM SPSS Statistics 22 (Statistical Package for the Social Sciences) is used for coding and analyzing the collected data.
5. Discussion and result
A multiple regression is for exploring the correlations between the three independent variables, namely source credibility factors (attractiveness, expertise and trustworthiness). The analysis results prove that attractiveness (β = -.012, p
【Key words】Celebrity Endorsement; Chinese Fashion Market; Source Credibility
【作者簡介】杨子滢，北京师范大学珠海分校。
1. Introduction
In order to promote brands, endorsement is frequently used as an effective strategy. Nowadays, the most widely used types of endorsers are experts, typical customers, CEO and celebrities. Among them, celebrity endorsers are generally believed to have more positive and persuasive impact on brand selection, especially in a collectively cultural context like China.
2. Literature review
Fashion travels more widely and more quickly with the rapid development of globalization nowadays (Dickerson, 2003). Research and reflection about“Source credibility” consist of two generic types: Source attractive model and source credibility model. Attractiveness, expertise and trustworthiness are defined as the three essential dimensions of source credibility (Ohanian, 1990).
3. Conceptual model and research hypotheses
As credibility endorsement has three dimensions, this research proposes three hypotheses as follows:
H1. The attractiveness of a celebrity endorser will positively and directly impact customers’ attitudes towards the endorsed brand.
H2. The expertise of a celebrity endorser will positively and directly impact customers’ attitudes towards the endorsed brand.
H3. The trustworthiness of a celebrity endorser will positively and directly impact customers’ attitudes towards the endorsed brand.
4. Methodology
An online self-administrated questionnaire survey is used for this research. All measurement scales follows relative literature reviews. Data collection lasts eighteen days and 370 questionnaires are collected finally. The characteristics of samples are stated as follows: 233 participants are male (63%) and 137 are female (37%). 59% of sample’s age is between 19 and 24 and 32% is between 25 and 34. 58% is college educated and 35% is postgraduate. IBM SPSS Statistics 22 (Statistical Package for the Social Sciences) is used for coding and analyzing the collected data.
5. Discussion and result
A multiple regression is for exploring the correlations between the three independent variables, namely source credibility factors (attractiveness, expertise and trustworthiness). The analysis results prove that attractiveness (β = -.012, p