TY - JOUR

T1 - Morality matters? Consumer identification with celebrity endorsers in China

AU - Martin, Felix

AU - Tao-Peng, Fu

N1 - The final publication is available at Springer via http://dx.doi.org/10.1057/s41291-017-0022-6

PY - 2017/12

Y1 - 2017/12

N2 - Identification as a source of ethical attitudes is traditionally associated with Western rather than Confucian cultures. Here, two empirical studies examine the impact of celebrity endorsement on purchase intention among consumers of Chinese origin, through processes of consumer identification with celebrity moral traits. In this way, this paper develops the literature on ethics amongst consumers of Chinese origin and, more generally, the literature on source credibility through moral traits. It is also one of the first papers to consider the moral consumption habits of online gamers.

AB - Identification as a source of ethical attitudes is traditionally associated with Western rather than Confucian cultures. Here, two empirical studies examine the impact of celebrity endorsement on purchase intention among consumers of Chinese origin, through processes of consumer identification with celebrity moral traits. In this way, this paper develops the literature on ethics amongst consumers of Chinese origin and, more generally, the literature on source credibility through moral traits. It is also one of the first papers to consider the moral consumption habits of online gamers.

KW - Celebrity endorser

KW - Moral character

KW - Ethical marketing

KW - Online-game ethics

KW - Moral identification

KW - Cultural moral values

U2 - 10.1057/s41291-017-0022-6

DO - 10.1057/s41291-017-0022-6

M3 - Journal article

VL - 16

SP - 272

EP - 289

JO - Asian Business and Management

JF - Asian Business and Management

SN - 1472-4782

IS - 4-5

ER -