Paper Title
Celebrity Endorsers And Brand Awareness In The Cross-Culture Context

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 three-factor experimental design to test relationships between cross-culture (Eastern versus Western) celebrity endorsers, brand awareness (high versus low) and product type (hedonic versus functional), based on cross-cultural consumer perspectives. Results suggest two circumstances under which Eastern consumers show more favorable attitudes towards the ad and brand with high-awareness brands, and when celebrities are used to endorse hedonic products. 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, celebrity, endorser, brand awareness, hedonic product