| Abstract: | Using celebrities to promote products is a popular advertising technique around the world. However, little is known about how the implementation of celebrity endorsement varies according to dominant cultural values. This study content-analyzed television commercials featuring celebrities from two diametrically different countries--the United States and Korea--in terms of two fundamental cultural dimensions: (1) low versus high context, and (2) individualism versus collectivism. Findings of this study suggest that the strategic use and creative executions of celebrity endorsement mirror the respective prevalent cultural orientations in the two countries, although some similarities do exist. Extensive discussion and suggestions for future research are provided. |
