Effectiveness of Celebrity Endorsement Advertising in Chinese Marketplace
Gan, Wenqian (2006) Effectiveness of Celebrity Endorsement Advertising in Chinese Marketplace. [Dissertation (University of Nottingham only)] (Unpublished)
Celebrity endorsement is as the most prevalent advertising technique and strategy nowadays used in Chinese marketing communication to create positive effects in the minds of Chinese consumers, since competition of Chinese market has rapidly and increasingly intensified. In the meantime, celebrity endorsement in advertising has managerial significance, as it can be an effective competitive weapon in mature and saturated markets in order to support brand image and differentiate products form competitors.
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