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Article: Insiders’ Views: The Current Practice Of Using Celebrities In Marketing Communications In Greater China
Title | Insiders’ Views: The Current Practice Of Using Celebrities In Marketing Communications In Greater China |
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Authors | |
Keywords | Celebrity Greater China Marketing communications Media Celebrity effects |
Issue Date | 2018 |
Publisher | International Association for Intercultural Communication Studies. The Journal's web site is located at https://web.uri.edu/iaics/iaics-journal/ |
Citation | Intercultural Communications Studies, 2018, v. 27, p. 96-113 How to Cite? |
Abstract | This research investigated the current practice of using celebrities in marketing communications in Greater China, as well as the factors affecting the effectiveness of it and its values. Three in-depth, individual interviews were conducted with three renowned PR and marketing specialists in Hong Kong. Results showed that the practice of using celebrities in marketing communications is transforming. The effectiveness of it depends on multiple factors (e.g. image congruence, product category, continuity and consistency, etc.) and requires marketers’ and communication specialists’ careful planning. In this paper, an attempt has been made to know the firsthand perspectives of using celebrities in marketing communications in Greater China. |
Persistent Identifier | http://hdl.handle.net/10722/259478 |
DC Field | Value | Language |
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dc.contributor.author | Leung, V | - |
dc.contributor.author | Cheng, K | - |
dc.contributor.author | Tse, HLT | - |
dc.date.accessioned | 2018-09-03T04:08:16Z | - |
dc.date.available | 2018-09-03T04:08:16Z | - |
dc.date.issued | 2018 | - |
dc.identifier.citation | Intercultural Communications Studies, 2018, v. 27, p. 96-113 | - |
dc.identifier.uri | http://hdl.handle.net/10722/259478 | - |
dc.description.abstract | This research investigated the current practice of using celebrities in marketing communications in Greater China, as well as the factors affecting the effectiveness of it and its values. Three in-depth, individual interviews were conducted with three renowned PR and marketing specialists in Hong Kong. Results showed that the practice of using celebrities in marketing communications is transforming. The effectiveness of it depends on multiple factors (e.g. image congruence, product category, continuity and consistency, etc.) and requires marketers’ and communication specialists’ careful planning. In this paper, an attempt has been made to know the firsthand perspectives of using celebrities in marketing communications in Greater China. | - |
dc.language | eng | - |
dc.publisher | International Association for Intercultural Communication Studies. The Journal's web site is located at https://web.uri.edu/iaics/iaics-journal/ | - |
dc.relation.ispartof | Intercultural Communications Studies | - |
dc.subject | Celebrity | - |
dc.subject | Greater China | - |
dc.subject | Marketing communications | - |
dc.subject | Media | - |
dc.subject | Celebrity effects | - |
dc.title | Insiders’ Views: The Current Practice Of Using Celebrities In Marketing Communications In Greater China | - |
dc.type | Article | - |
dc.identifier.email | Tse, HLT: tommyt@hku.hk | - |
dc.identifier.authority | Tse, HLT=rp01911 | - |
dc.identifier.hkuros | 289816 | - |
dc.identifier.volume | 27 | - |
dc.identifier.spage | 96 | - |
dc.identifier.epage | 113 | - |
dc.publisher.place | United States | - |