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Contribution to Book
The impact of endorser ethnicity and portrayal on Chinese women’s attitude toward luxury advertising
2016 Global Marketing Conference at Hong Kong Proceedings
  • Cheng-Yue YIN, Northeast Normal University, China
  • Shing Chung, Patrick POON, Lingnan University, Hong Kong
Document Type
Book chapter
Publication Date
7-1-2016
Publisher
Global Alliance of Marketing & Management Associations
Keywords
  • luxury advertising,
  • endorser ethnicity,
  • endorser portrayal,
  • self-reference,
  • self-esteem
Disciplines
Abstract

This study aims to examine the impact of endorser ethnicity and portrayal on consumers’ attitude toward luxury ad and brand. In addition, the moderating role of individual’s appearance self-esteem is examined. In the ads of luxury brands in China, it is common to have two types of endorser ethnicity (i.e., international vs. local) and two types of endorser portrayal (i.e., sexy vs. smart). Endorser ethnicity in an ad may influence consumers’ self-referencing behavior which refers to an individual’s tendency to encode communication information differently depending on the level on which the self is implicated in the information (Rogers et al., 1997). Asian consumers’ self-reference level is found to be higher when they are exposed to ads featuring an Asian model than a Western model (Martin et al., 2004). In other words, if an international luxury brand adopts a localization advertising strategy in China by using a Chinese endo

DOI
10.15444/GMC2016.06.04.06
Publisher Statement
Copyright © 2016 Global Alliance of Marketing & Management Associations. Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Citation Information
Yin, C.-Y. & Poon, P. (2016). The impact of endorser ethnicity and portrayal on Chinese women’s attitude toward luxury advertising. In 2016 global marketing conference at Hong Kong proceedings (pp. 808-809). Republic of Korea: Global Alliance of Marketing & Management Associations. doi: 10.15444/GMC2016.06.04.06