Yin, Cheng-Yue; Bi, Nan; Poon, Patrick; Sun, Yang - In: Asia Pacific Journal of Marketing and Logistics 32 (2019) 2, pp. 406-427
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...