Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward lu...
Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising
About this item
Full title
Author / Creator
Yin, Cheng-Yue , Bi, Nan , Poon, Patrick and Sun, Yang
Publisher
Patrington: Emerald Publishing Limited
Journal title
Language
English
Formats
Publication information
Publisher
Patrington: Emerald Publishing Limited
Subjects
More information
Scope and Contents
Contents
Purpose
The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward luxury advertisements and brands, as well as any moderating effect appearance self-esteem has on the above-mentioned interaction.
Design/methodology/approach<...
Alternative Titles
Full title
Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_crossref_primary_10_1108_APJML_12_2018_0518
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1108_APJML_12_2018_0518
Other Identifiers
ISSN
1355-5855
E-ISSN
1758-4248
DOI
10.1108/APJML-12-2018-0518
