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Article: Insiders’ Views: The Current Practice Of Using Celebrities In Marketing Communications In Greater China

TitleInsiders’ Views: The Current Practice Of Using Celebrities In Marketing Communications In Greater China
Authors
Leung, VCheng, KTse, HLT
KeywordsCelebrity
Greater China
Marketing communications
Media
Celebrity effects
Issue Date2018
PublisherInternational Association for Intercultural Communication Studies. The Journal's web site is located at https://web.uri.edu/iaics/iaics-journal/
Citation
Intercultural Communications Studies, 2018, v. 27, p. 96-113 How to Cite?
AbstractThis research investigated the current practice of using celebrities in marketing communications in Greater China, as well as the factors affecting the effectiveness of it and its values. Three in-depth, individual interviews were conducted with three renowned PR and marketing specialists in Hong Kong. Results showed that the practice of using celebrities in marketing communications is transforming. The effectiveness of it depends on multiple factors (e.g. image congruence, product category, continuity and consistency, etc.) and requires marketers’ and communication specialists’ careful planning. In this paper, an attempt has been made to know the firsthand perspectives of using celebrities in marketing communications in Greater China.
Persistent Identifierhttp://hdl.handle.net/10722/259478

 

DC FieldValueLanguage
dc.contributor.authorLeung, V-
dc.contributor.authorCheng, K-
dc.contributor.authorTse, HLT-
dc.date.accessioned2018-09-03T04:08:16Z-
dc.date.available2018-09-03T04:08:16Z-
dc.date.issued2018-
dc.identifier.citationIntercultural Communications Studies, 2018, v. 27, p. 96-113-
dc.identifier.urihttp://hdl.handle.net/10722/259478-
dc.description.abstractThis research investigated the current practice of using celebrities in marketing communications in Greater China, as well as the factors affecting the effectiveness of it and its values. Three in-depth, individual interviews were conducted with three renowned PR and marketing specialists in Hong Kong. Results showed that the practice of using celebrities in marketing communications is transforming. The effectiveness of it depends on multiple factors (e.g. image congruence, product category, continuity and consistency, etc.) and requires marketers’ and communication specialists’ careful planning. In this paper, an attempt has been made to know the firsthand perspectives of using celebrities in marketing communications in Greater China.-
dc.languageeng-
dc.publisherInternational Association for Intercultural Communication Studies. The Journal's web site is located at https://web.uri.edu/iaics/iaics-journal/-
dc.relation.ispartofIntercultural Communications Studies-
dc.subjectCelebrity-
dc.subjectGreater China-
dc.subjectMarketing communications-
dc.subjectMedia-
dc.subjectCelebrity effects-
dc.titleInsiders’ Views: The Current Practice Of Using Celebrities In Marketing Communications In Greater China-
dc.typeArticle-
dc.identifier.emailTse, HLT: tommyt@hku.hk-
dc.identifier.authorityTse, HLT=rp01911-
dc.identifier.hkuros289816-
dc.identifier.volume27-
dc.identifier.spage96-
dc.identifier.epage113-
dc.publisher.placeUnited States-

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