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Celebrity Endorsements in Advertisements and Consumer Perceptions: A Cross-Cultural Study
Authors:Somdutta Biswas  Mahmood Hussain  Kathleen O'Donnell
Affiliation:1. C.F. Sauer Company , San Luis Obispo, California, USA;2. College of Business , San Francisco State University , San Francisco, California, USA
Abstract:
ABSTRACT

We studied consumer perceptions of celebrity endorsements from a cross-cultural perspective. In empirically examining consumer perception of celebrity endorsement, we used Hofstede's cultural dimensions to develop research propositions and examined these propositions through focus group discussions involving consumers from India and the United States. Findings indicated that specific differences and similarities exist in how consumers across India and the United States perceive celebrity endorsements. There is a positive, although moderate, impact of celebrity endorsements on attention and exposure of consumers. Implications for marketers as well as suggestions for future research are discussed.
Keywords:Consumer perception  celebrity  advertising  global marketing  cross-cultural comparison
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