Management and Organizational Studies 3311A/B Chapter Notes -Repeated Measures Design, Observer-Expectancy Effect
Document Summary
Article review: lessons from the rich and famous. A cross-cultural comparison of celebrity endorsement in advertising. This study aims to provide international advertisers with information about the most beneficial way to utilize celebrities across different cultures. Through the analysis of television commercials in the united states and korea, the study provides a close examination of celebrity endorsement techniques in two fundamentally different cultures. The main objective was to identify how cultural values change the way celebrity endorsements should be implemented on an international scale. Previous research has established the match up hypothesis in celebrity endorsement, meaning the celebrity being used is more effective when their characteristics are well matched with those of the product. It has been established that celebrities are more extensively used in asian advertising than in western countries however, the way in which they are successfully implemented will benefit from further research.