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Impact of celebrity endorsement in advertising on brand image among Chinese adolescents

Kara Chan (Professor and Head of Department of Communication Studies, Department of Communication Studies, Hong Kong Baptist University, Hong Kong, China)
Yu Leung Ng (Research Assistant, Department of Communication Studies, Hong Kong Baptist University, Hong Kong, China)
Edwin K. Luk (Lecturer, Department of Communication Studies, Hong Kong Baptist University, Hong Kong, China)

Young Consumers

ISSN: 1747-3616

Article publication date: 7 June 2013

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Abstract

Purpose

Does celebrity endorsement work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also seeks to examine adolescents' perceptions about how celebrity‐endorsement advertisements work.

Design/methodology/approach

A focus group study among 76 Chinese adolescents aged 13 to 19 was conducted. Interviewees were asked to identify the specific elements of advertisements using celebrity endorsement that were most appealing to them. They were asked to suggest how advertisements using celebrity endorsements work.

Findings

Results found that interviewees were best able to recall celebrity endorsers whom they considered attractive, funny and expressive. They identified popularity, a good image, and congruence between the celebrity's image and that of the brand as important factors for marketers to consider in selecting celebrity endorsers. A majority of the interviewees perceived that using a celebrity in an ad would increase brand awareness, attract the celebrity's fans, encourage trial, and enhance purchase confidence.

Research limitations/implications

A theoretical model on how advertisements using celebrity endorsements work from the point‐of‐view of adolescents was constructed.

Originality/value

Previous studies on celebrity endorsement have been mainly quantitative in nature. The present study adopts a qualitative methodology and fills a gap in the literature.

Keywords

Citation

Chan, K., Leung Ng, Y. and Luk, E.K. (2013), "Impact of celebrity endorsement in advertising on brand image among Chinese adolescents", Young Consumers, Vol. 14 No. 2, pp. 167-179. https://doi.org/10.1108/17473611311325564

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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