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

  title={Impact of celebrity endorsement in advertising on brand image among Chinese adolescents},
  author={Kara Chan and Yu Leung Ng and Edwin K. Luk},
  journal={Young Consumers: Insight and Ideas for Responsible Marketers},
Purpose – Does celebrity endorsement work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also seeks to examine adolescents' perceptions about how celebrity‐endorsement advertisements work.Design/methodology/approach – A focus group study among 76 Chinese adolescents aged 13 to 19 was conducted. Interviewees were asked to identify… 

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