Apaolaza, A.; Hartmann, P.; He, J.; Barrutia, J. M.; … - In: South African Journal of Business Management 45 (2014) 3, pp. 45-55
This study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-oforiginperception, brand attitudes or product...