Table 1 Top Six Ideal Celebrity Endorsers
for Seven Product Categories Biscuit/Pie Toothpaste Cell Beverage (5 brands) (5 brands) phone Yao, [check] [check] [check] [check] Ming Chow, [check] [check] [check] [check] Jay Lau, [check] [check] [check] [check] Andy Chan, [check] [check] [check] [check] Jackie Chow, [check] [check] [check] [check] Stephen Liu, [check] Xiang Sports shoes Bank card PDA Yao, [check] [check] Ming Chow, [check] [check] Jay Lau, [check] [check] [check] Andy Chan, [check] [check] [check] Jackie Chow, [check] Stephen Liu, [check] [check] Xiang Table 2 Endorser
Types in Chinese TV Commercials Primary Endorser
Type Frequency % Lay endorser
do not effectively put consumers on notice that their experience with an advertised product is not likely to resemble that of the endorser
While it is generally agreed that celebrity endorsers
should match the product they promote (Kamins & Gupta, 1994; Misra & Beatty, 1990; Stafford et al.
can only get away with staking out one criterion or the other.
Another reason that endorsers
are so prevalent in Japan's advertising is that Japanese are especially receptive to advertising messages that convey a sense of trust (Melville, 1999).
There have been numerous reports regarding the effects that celebrity endorsers
have on consumer product perception and attitudes (Zollo, 1999; Ohanian, 1991, McCrackan, 1989; Berkowitz, 1995; Wentz, 2002; Papiernik, 2002).
Keep your endorsers
happy: People who do testimonials usually expect exceptional tech support in return, Katz warns.
In September 2017, during the grand launch of the Vivo V7+, Vivo introduced their newest brand endorsers
headlined by showbusiness royalty in the Philippines to date: Kathryn Bernardo and Daniel Padilla.
To avoid being held responsible for the actions of endorsers
, companies should ensure that compensated influencers receive training regarding endorsement disclosures, including endorsers
outside the United States if there is potential they will promote products to customers in the United States.
Although it is difficult to assess exactly what percentage of ads use celebrity endorsers
, a marked rise in their use in the last 30 years (Erdogan, 1999) makes the study of celebrity endorsers
Further, that activity will confound industry and association endorsers
of their full understanding of the product, and for them to contribute to its success as a planned consumable item.