Title

The impact of endorser ethnicity and portrayal on Chinese women’s attitude toward luxury advertising

Document Type

Book chapter

Source Publication

2016 Global Marketing Conference at Hong Kong Proceedings

Publication Date

7-2016

First Page

808

Last Page

809

Publisher

Global Alliance of Marketing & Management Associations

Keywords

luxury advertising, endorser ethnicity, endorser portrayal, self-reference, self-esteem

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

Recommended Citation

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