A cross-cultural examination of consumer responses to celebrity-endorsed advertisements
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Celebrity endorsements are popular advertising methods that are implemented globally. Despite the frequent use of celebrities as product endorsers, few studies, if any, examine the cross-cultural effects of celebrity-endorsed advertisement on consumer response. This study focuses on Korea and the United States as representative of Eastern and Western cultures, respectively, in terms of various cultural values, such as (a) those described by cultural dimensions theory (individualism versus collectivism, uncertainty avoidance), (b) those described by information context theory (communication styles) and (c) those described by moral foundations theory (intuitive domains of social judgment). Findings generally suggest that Koreans respond more favorably, in terms of enjoyment and purchase intention, to celebrity-endorsed advertisements than Americans. Also, individual-difference measures for the cultural dimensions above yielded patterns consistent with the overall cultural differences. Detailed discussion, including implications and limitations, are provided for both researchers and practitioners.