When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing

In social media marketing, celebrity endorsement is a widely used strategy. Luxury brands use their social media accounts to post pictures of celebrities using their products. However, they would be confronted with the dilemma of whether to standardize or localize their celebrity endorsers for different markets. This dilemma of whether to standardize or adapt their advertisements to the local market has been haunting luxury brands for a long time. This paper examines the effectiveness of localized celebrity endorsements for luxury brands on Chinese social media. We analyze whether Chinese celebrity endorsers could trigger more social media interactions and enhance perceived brand luxury than Western celebrity endorsers, based on an analysis of online big data and two experiments. We also explore when localized celebrity endorsement is most effective, focusing on the moderating role of patriotism. The results suggest that localized (vs. standardized) celebrity endorsements lead to more social media interactions. Using localized (standardized) celebrity endorsements enhance the perceived brand luxury for people with high (low) patriotism.     

Celebrity endorsements: a literature review and research agenda

This paper presents a narrative review of celebrity endorsement research. The review identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign management, financial effects, celebrity persuasion, non-evaluative meaning transfer, and brand-to-celebrity transfer). A review of the research in each area identifies key findings, conflicting results, and research gaps. In addition, this paper reviews the celebrity endorsement literature with a focus on the psychological processes underlying celebrity endorsement effects that has been put forward in the literature. Based on the review an agenda for future research is offered.     

Understanding communal and individual customer experiences in group-oriented event tourism: an activity theory perspective

ABSTRACT

The purpose of this study, grounded in activity theory, is to empirically investigate the communal and individual mechanisms that simultaneously shape the customer experience in group-oriented event tourism. Based on a survey of 389 respondents with group travel experience to major events, the results confirm the research model, suggesting that the customer-experience construct constitutes a multidimensional structure comprising second-order components reflecting individual and communal experiences, with each containing first-order constructs. The results further confirm that the customer-experience construct predicts post-consumption evaluations of perceived value and satisfaction. Limitations of the study are outlined, and implications for research and managerial practice for the creation of customer experiences that are valuable and satisfying for group-travel consumers to events are discussed.