Impact of celebrity endorsement in advertising on brand image among Chinese adolescents

Kara Chan, Yu Leung Ng, Edwin K. Luk
  • Young Consumers Insight and Ideas for Responsible Marketers, June 2013, Emerald
  • DOI: 10.1108/17473611311325564

Youth and advertisements using celebrities

What is it about?

This qualitative study examines how Chinese youth perceive advertisements with celebrities.

Why is it important?

It shows that young consumers pay a lot of attention to the entertainment value of advertisements with celebrity endorsement.

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http://dx.doi.org/10.1108/17473611311325564

The following have contributed to this page: Kara Chan