Paper Title
CROSS-CULTURAL CELEBRITY ENDORSEMENTS: A COMPARATIVE STUDY OF CONSUMER ADVERTISING ATTITUDE AND BRAND AWARENESS

Abstract
Abstract - Researchers have tended to focus on endorser/product fits and attitudes when studying cross-cultural consumer advertising. To identify additional rules or guidelines for choosing endorsers, we used a two by two experimental design to test relationships between cross-culture (Eastern versus Western) celebrity endorsers, and brand awareness (high versus low), based on cross-cultural consumer perspectives. Results suggest thatEastern consumers show more favorable attitudes towards the ad with high-awareness brands than Western consumers. No significant difference between Eastern and Western consumers was noted for low awareness brands. The results are offered to companies considering the use of celebrities to endorse their products. Keywords - Cross-Culture, Western, Eastern, Celebrity, Endorser, Brand Awareness