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Journal of Global Marketing Volume 28, 2015 - Issue 3-5
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Original Articles

The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity

Subhadip RoyCorrespondence[email protected]
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Shilpa Bagdare
Pages 133-151 | Published online: 17 Nov 2015

Citations (17)

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Read on this site (4)

Haiyun Zhu, Mikyoung Kim & Yung Kyun Choi. (2022) Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity. International Journal of Advertising 41:5, pages 948-969.
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Xiao Tong & Jin Su. (2021) Country-of-origin effects in celebrity endorsements: the case of China. International Journal of Fashion Design, Technology and Education 14:2, pages 205-217.
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Rania Hussein & Salah Hassan. (2018) Antecedents of Global Brand Purchase Likelihood: Exploring the Mediating Effect of Quality, Prestige and Familiarity. Journal of International Consumer Marketing 30:5, pages 288-303.
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Bongchul Kim, Jooyoung Kim, Hana Kim & Myungil Choi. (2017) Practitioners’ celebrity endorser selection criteria in South Korea: an empirical analysis using the Analytic Hierarchy Process. Asian Journal of Communication 27:3, pages 285-303.
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Articles from other publishers (13)

Biqiang Liu, Brent Moyle, Anna Kralj & Yaoqi Li. (2023) Celebrity endorsement in tourism: Attention, emotional arousal and familiarity. Tourism Management 98, pages 104750.
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Yaoqi Li, Biqiang Liu & Lishan Xie. (2022) Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments. Journal of Business Research 150, pages 553-566.
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Salman Yousaf. (2022) Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the S-O-R paradigm. International Journal of Contemporary Hospitality Management 34:9, pages 3525-3549.
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Rodrigo Uribe, Cristian Buzeta, Enrique Manzur & Martina Celis. (2022) Celebrity endorsement using different types of new media and advertising formats. Academia Revista Latinoamericana de Administración 35:3, pages 281-302.
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Dave D. G. Centeno. (2021) How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions. Journal of Advertising Research 61:4, pages 414-435.
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Vytautas Dikčius & Svetlana Ilciukiene. (2021) National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention. Organizations and Markets in Emerging Economies 12:1, pages 160-177.
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Subhadip Roy, Wioleta Dryl & Luciana de Araujo Gil. (2021) Celebrity endorsements in destination marketing: A three country investigation. Tourism Management 83, pages 104213.
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Zehra BOZBAY, Emine KARAKUŞ BAŞLAR, Gülçin ERDOĞAN & Vahideh ARGHASHİ. (2020) Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi 20:4, pages 1-22.
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Harsandaldeep Kaur, Mandakini Paruthi, JamidUl Islam & Linda D. Hollebeek. (2020) The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics 46, pages 101321.
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Cheng-Yue Yin, Nan Bi, Patrick Poon & Yang Sun. (2019) Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising. Asia Pacific Journal of Marketing and Logistics 32:2, pages 406-427.
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Subhadip Roy, Abhijit Guha, Abhijit Biswas & Dhruv Grewal. (2019) Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?. Journal of International Business Studies 50:3, pages 295-317.
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Patrícia Ianelli Rocha, Jorge Henrique Caldeira de Oliveira & Janaina de Moura Engracia Giraldi. (2019) Marketing communications via celebrity endorsement: an integrative review. Benchmarking: An International Journal 27:7, pages 2233-2259.
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Woo-Young Lee, Youngjin Hur, Dae Yeon Kim & Christopher Brigham. (2017) The effect of endorsement and congruence on banner ads on sports websites. International Journal of Sports Marketing and Sponsorship 18:3, pages 263-280.
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