As a society, China places tremendous value on harmonious relationships—something marketers may wish to emphasize when crafting messages. As shown in Table 2, the Chinese sample reported significantly higher levels of agreement with six of the nine items. Journal of Advertising Research, 23 (1), 57-61. The twin pillars of China’s social media. Celebrities, Endorsements, Spokespersons, Advertising, Athletes, China, Consumer attitudes, Global. For Shanghai-based Pearl Studio, China's imminent rise … For this study, 147 usable questionnaires were returned, with 71 from the U.S. and 76 from China (a description of the sample can be found in Table 1). Adweek, 39 (2), 20-21. Burkitt, L. (2008). For reasons of language and culture, the China consumer market is seen as daunting. Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Accessed March 10, 2010, Access March 10, 2010, from http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20070919005517&newsLang=en. Journal of Advertising Research, 44 (1) 108-119. Business Wire (2007). In the West, the bulk of ecommerce is done on either websites established by traditional retailers (“clicks and bricks”) or on pure-play sites that carry their own inventory. In addition, some experts are dismissive of the difference between the … So American consumers have already been paying significant taxes to the government, and some of the merchandise that we import and distribute through United States carry duties as high as 37.5%. Marquee NBA star Kobe Bryant also recently committed to a deal with Chinese-language portal Sina.com to write a blog for the Chinese Web site (Tschang, 2009). Responses from the first item (AttACE1) indicate that relative to the U.S. respondents, Chinese respondents preferred products endorsers by ACEs that are perceived as product experts (p=.012; China µ = 4.76, U.S. µ = 4.13). Journal of Sport Administration and Supervision, 1(1), 52-64. doi: 10.3883/v1i1_simmers; published online April, 2009. Kindel's (1983) model of Chinese consumer behavior was used to develop research hypotheses concerning differences in the evaluation and selection of retail stores by Chinese and American consumers. Kilburn, D. (1998). The single hypothesis in this study posited that relative to U.S. consumers, Chinese consumers will have more favorable attitudes toward ACEs, supporting this hypothesis in six of the nine scale items. A US move to put Huawei on a trade blacklist "sets a dangerous precedent" that will harm billions of consumers, the firm's top legal officer said. While Chinese ACEs are commonly featured as endorsers in ads targeting Chinese markets, U.S. athletes are increasingly endorsing Chinese brands directed at the Chinese market. Irish Marketing Review, 10 (2), 15-24. Because of this, the role of national culture in influencing consumer buying behavior is increasingly attracting the attention of researchers. Seeking Out Value: One of the fundamental differences between Canadian and American shoppers is the fact that Canadians tend to be value shoppers , looking for the lowest price or the best deal as opposed to a particular brand. US is at top in nominal whereas China is at top in PPP since 2014 after overtaking US. Examining the effectiveness of athlete celebrity endorser characteristics and product brand type: The endorser expertise continuum. & Bush, V. D. (2004). Schaefer, A. D., Parker, R. S., & Kent, J. L. (2010). Retailers such as Walmart import goods from China, so prices would go up and living standards would be squeezed. Findings of this research serve as an initial cross-cultural study comparing consumers’ perceptions of celebrity endorsers and ACEs in the U.S. and China. Albers-Miller, N. D. & Gelb, B. D. (1996). Understand the Importance of Relationships . Celebrity images in magazine advertisements: An application of the visual rhetoric model. This is very different from the behavior of consumers in the West, who are more accepting of a self-service, one-size-fits-all online shopping experience and who tend to contact merchants only when things go wrong. According to Bain, while Chinese shoppers consider famous labels, they don’t necessarily think about any single brand when they make a purchase—leaving plenty of room for brand owners, both foreign and domestic, to cultivate stronger ties through effective marketing. (2007). Consumer Culture Comparison of the United States and China Introduction. Other U.S. celebrity athletes endorse non-U.S. or non-Chinese brands to the Chinese market. 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