Title
A Comparison of American and Chinese Consumers' Attitudes Toward Athlete Celebrity Endorsers
Abstract
China is home to one of the fastest growing sport industries in the world. To reach this market, international marketers are increasingly turning to athlete celebrity endorsers (ACEs). However, little is known about Chinese consumers' receptiveness to this strategy. The purpose of this study is to test for differences between Chinese and U.S. consumers' general attitudes towards ACEs. Results from a classroom administered survey of 147 college students in the U.S. and China provide insight into how consumers in those two nations differ in their responsiveness to ACEs.
Department(s)
Marketing
Document Type
Article
Keywords
celebrities, endorsements, spokespersons, advertising, athletes, China, consumer attitudes, global
Publication Date
2010
Recommended Citation
Schaefer, Alan D., R. Stephen Parker, and John L. Kent. "A comparison of American and Chinese consumers’ attitudes toward athlete celebrity endorsers." Journal of Applied Sport Management 2, no. 1 (2010).
Journal Title
Journal of Applied Sport Management
