Abstract
ABSTRACT Some advertisements include celebrity endorsers hoping that will increase the popularity of the ad and, thereby, the celebrity status will be positively associated with the brand. This paper reports the findings of a cross-cultural study undertaken across the cities Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai, using the Foote, Cone & Belding (FCB) grid to determine whether the appearance of a celebrity increases the chance for the advertisement to be liked. The results found that the use of celebrity endorsements in liked advertisements differed considerably, which provide an insight for advertisers developing campaigns using celebrities in different Asian markets.
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