search query: @author Chao, P. / total: 9
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| Author: | Chao, P. Wührer, G. Werani, T. |
| Title: | Celebrity and foreign brand name as moderators of country-of-origin effects |
| Journal: | International Journal of Advertising
2005 : VOL. 24:2, p. 173-192 |
| Index terms: | Marketing Brands Consumer behaviour Products Austria USA |
| Freeterms: | Country-of-origin |
| Language: | eng |
| Abstract: | This paper researches how using a celebrity endorser help promoting a product. The data show how a foreign celebrity or foreign brand name can affect consumer attitude, product quality perception and purchase intention in another country. Due to consumer enthnocentrism, in Austria where consumers speak a different language the use of a foreign (US) celebrity and an English brand name can be a weakness. |
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