How Celebrity Endorsement Enhances the Quality of Regional Brand by Adding Colorfulness:From the Perspective of Geo-Relationship
Celebrity endorsement is one of the common regional branding strategies in China today.However,there is a lack of research in the existing literature on how regional brands can enhance their brand quality by adding colorfulness with the help of celebrity endorsement.Based on the indigenous Chinese geo-culture and the"guanxi"theory,this article examines the influence of endorser geo-relationship on perceived quality of regional brand through three contextual experiments.The findings show that the interaction dimension of endorser geo-relationship is a determinant of perceived quality,whereas the ascribed dimension only comes into play when the interaction is low.This paper also verifies the sequential mediation effect between the perceived localness("special color")and brand authenticity("true color").And it is also found that high interaction is more helpful in enhancing the brand perceived quality when the celebrity-product match is low.All these findings provide important insights into the promotion of regional branding.
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