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When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing
هنگامی که مارک های لوکس با چین ملاقات می کنند: تأثیر تأییدیه های مشهور محلی در بازاریابی رسانه های اجتماعی-2020 In social media marketing, celebrity endorsement is a widely used strategy. Luxury brands use their social media
accounts to post pictures of celebrities using their products. However, they would be confronted with the
dilemma of whether to standardize or localize their celebrity endorsers for different markets. This dilemma of
whether to standardize or adapt their advertisements to the local market has been haunting luxury brands for a
long time. This paper examines the effectiveness of localized celebrity endorsements for luxury brands on Chinese
social media. We analyze whether Chinese celebrity endorsers could trigger more social media interactions
and enhance perceived brand luxury than Western celebrity endorsers, based on an analysis of online big data
and two experiments. We also explore when localized celebrity endorsement is most effective, focusing on the
moderating role of patriotism. The results suggest that localized (vs. standardized) celebrity endorsements lead to
more social media interactions. Using localized (standardized) celebrity endorsements enhance the perceived
brand luxury for people with high (low) patriotism. Keywords: Social media | Celebrity endorsement | Luxury brands | Perceived brand luxury | Patriotism |
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