Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?

Subhadip Roy, Abhijit Guha, Abhijit Biswas, Dhruv Grewal

Research output: Contribution to journalArticlepeer-review

17 Citations (SciVal)


This paper investigates country-of-origin (CO) effects as they relate to celebrity endorsements. Across multiple studies in emerging markets, the authors show that consumers’ evaluations depend on the match between (1) celebrity CO and consumer CO (termed consumer CO fit), and (2) celebrity CO and brand CO (termed brand CO fit). If there is a trade-off between consumer CO fit and brand CO fit, the authors identify contingencies (e.g., ethnocentrism levels) that determine which type of CO fit leads to higher evaluations. Furthermore, the authors develop prescriptions for segmentation in emerging markets and specify when these prescriptions differ from those prescribed by prior international business research.

Original languageEnglish
Pages (from-to)295-317
Number of pages23
JournalJournal of International Business Studies
Issue number3
Early online date30 Jan 2019
Publication statusPublished - 1 Apr 2019


  • advertising
  • cosmopolitanism
  • country-of-origin effects
  • cross-cultural experiments
  • ethnocentrism
  • multiple regression analysis

ASJC Scopus subject areas

  • Business and International Management
  • General Business,Management and Accounting
  • Economics and Econometrics
  • Strategy and Management
  • Management of Technology and Innovation


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