When celebrities count: Power distance beliefs and celebrity endorsements

Karen Page Winterich, Manish Gangwar, Rajdeep Grewal

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

The use of celebrity endorsements varies across countries; does their effectiveness similarly vary across cultures? The authors propose that power distance beliefs (PDB), a cultural orientation related to the extent to which people expect and accept differences in power, moderate the effects of celebrity endorsements. A positive effect of celebrity endorsers on evaluations of advertising should be more potent with greater PDB; source expertise and trustworthiness likely underlie this effect. To test the hypotheses, the authors use moderated mediation analyses, with corrections for measurement error and endogeneity of the mediators (source expertise and trustworthiness). The results of three studies, using both manipulated and measured PDB for respondents in different countries and with a variety of endorsers, demonstrate that PDB determine the effectiveness of celebrity endorsements on attitudes toward the advertisement and the brand. In support of the moderated mediation model, perceptions of source expertise and trust mediate the effect of celebrity endorsements, conditional on PDB. The results hold for nondurables but do not generalize to durable products.

Original languageEnglish (US)
Pages (from-to)70-86
Number of pages17
JournalJournal of Marketing
Volume82
Issue number3
DOIs
StatePublished - May 2018

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Celebrity endorsement
Power distance
Celebrity
Expertise
Mediation
Trustworthiness
Evaluation
Durables
Measurement error
Cultural orientation
Mediator
Endogeneity

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Cite this

Winterich, Karen Page ; Gangwar, Manish ; Grewal, Rajdeep. / When celebrities count : Power distance beliefs and celebrity endorsements. In: Journal of Marketing. 2018 ; Vol. 82, No. 3. pp. 70-86.
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When celebrities count : Power distance beliefs and celebrity endorsements. / Winterich, Karen Page; Gangwar, Manish; Grewal, Rajdeep.

In: Journal of Marketing, Vol. 82, No. 3, 05.2018, p. 70-86.

Research output: Contribution to journalArticle

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