UM E-Theses Collection (澳門大學電子學位論文庫)
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
Department:
Department of Management and Marketing
Degree
M.B.A.
Subject
Endorsements in advertising
Marketing & Strategic Management -- Department of Management and Marketing
Marketing -- China
Athletes -- China

Supervisor
Liu Ting Chi
Library URL
b2739814
Files In This Item:
TOC & Abstract
Full-text
Location
1/F Zone C
Supervisor
--