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UM E-Theses Collection (澳門大學電子學位論文庫)

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Title

Regional difference in perception to professional athlete endorsement marketing in Mainland China : an empirical approach

English Abstract

Purpose –This study seeks to investigate the regional perceptional difference towards famous athlete endorsement under the context of Mainland China. Design/methodology/approach - A survey depicting a perceptional experience regarding endorser characteristics (attractiveness/expertise/trustworthiness) in regional markets by territory segmentation (Beijing/Shanghai/Guangzhou located respectively the north/east and south of China) towards two famous athlete endorser (male/ female) for the same product (to reduce the product bias). Findings – Respondents in different regions of Mainland China differ significantly in their perception towards the athlete endorser’s attractiveness, expertise and trustworthiness. Male and female respondents do not have a different perception towards a male athleteendorser but have different perceptions towards female athlete endorser. Originality/value –Managers should tailor their endorsement strategies and adjust their product spokesperson in different segmentation markets to optimize the celebrity’s effectiveness in promoting the product.

Issue date

2012

Author

Zhai, Shu

Faculty

Faculty of Business Administration

Degree

M.B.A.

Subject

Endorsements in advertising

Marketing & Strategic Management -- Department of Management and Marketing

Marketing -- China

Athletes -- China

Supervisor

Liu, Ting Chi

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Location
1/F Zone C
Library URL
991001814199706306