The effects of cultural differences on consumer perceptions of celebrity athlete endorsement : a comparative study between Canada and China

Abstract

Celebrity endorsement has long been examined in advertising research due to its effectiveness in persuading consumers. Cultural difference is an important topic with regards to celebrity endorsement. This study was a two stage design which investigated: (1) the impact of sports dimension as it relates to cultural meanings in individualistic and collectivistic societies; (2) the impact of cultural differences on the perceptions toward an Asian endorser; and (3) the impact of athlete endorser’s characteristics on purchase intention in Canada and China. Data were collected from 398 subjects via an online survey and revealed three primary findings. First, the sports dimension did not significantly influence the respondents’ level of perceptions with regards to identification. Second, Chinese subjects had more favorable perceptions toward the Asian athlete endorser. Third, differences between the Chinese and Canadian samples were found with regards to the celebrity endorsers’ characteristics and consumer’s purchase intention.