Purpose

This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse consumer response to celebrity branding across Britain and Pakistan containing non-explicit and explicit sex appeals.

Design/methodology/approach

A within-subject experimental design (2 countries × 2 ad designs) is employed to test the research model across Western and South Asian cultures. Structural equation modelling (SEM) and multi-group analysis (MGA) are used to test proposed hypotheses.

Findings

SEM results confirm the theoretical model: perception and attitude towards the advert and brand mediate the impact of celebrity effectiveness on purchase intention. Celebrity-endorsed advertising without explicit sex appeals elicited an overall favourable response across markets. British consumers respond to both adverts similarly. Yet, Pakistani consumers filter advert themes through salient cultural values and respond negatively to explicit sex appeals whilst, interestingly, accepting sexuality in associations of a celebrity endorser.

Practical implications

International celebrities can have cross-cultural appeal, and commonalities exist between the markets. A global or domestic marketing strategy can be utilised across the cultures based upon the environmental conditions and the themes and appeals incorporated within advert design.

Originality/value

The conceptual model is developed by consolidating existing models within celebrity endorsement and considering the mediating influence of both the advert and brand. The model is validated across theoretically different cultures. The comparative approach and selection of an underrepresented market provide novel insight into international branding strategies and global consumer culture.

中文翻译：

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国际名人品牌的发展战略：西方和南亚文化的比较分析

目的

本实证研究将名人效应对消费者购买意愿的影响概念化，以消费者感知和态度为中介。采用跨文化方法分析消费者对英国和巴基斯坦名人品牌推广的反应，其中包含不露骨和露骨的性吸引力。

设计/方法/途径

采用主题内实验设计（2 个国家 × 2 个广告设计）来测试跨西方和南亚文化的研究模型。结构方程模型 (SEM) 和多组分析 (MGA) 用于检验提出的假设。

发现

SEM 结果证实了理论模型：对广告和品牌的感知和态度在名人效应对购买意愿的影响中起中介作用。没有明确性感的名人代言广告在整个市场引起了总体上的好评。英国消费者对这两个广告的反应相似。然而，巴基斯坦消费者通过显着的文化价值观过滤广告主题，并对露骨的性吸引力做出负面反应，同时有趣的是，接受名人代言人的性行为。

实际影响

国际名人可以具有跨文化吸引力，市场之间存在共性。根据环境条件和广告设计中包含的主题和吸引力，可以跨文化使用全球或国内营销策略。

原创性/价值

该概念模型是通过整合名人代言中的现有模型并考虑广告和品牌的中介影响而开发的。该模型在理论上不同的文化中得到验证。代表性不足的市场的比较方法和选择提供了对国际品牌战略和全球消费文化的新颖见解。