|
|
|
| The Impact of Spokesperson Geo-Relationship on the Effectiveness of Place Brand Cause-Related Endorsement Based on Confucianism’s Ethics for the Ordinary People |
| LI Jianxin，LI Chen，HE Hao，LIU Hongshen |
| Changsha University of Science & Technology, Changsha, China |
|
|
|
|
Abstract Based on the Confucian ethics of “benevolence (Ren)”, “righteousness (Yi)”, and “propriety (Li)”, this study investigates the influence of endorser geo-relationship between spokesperson and regional brands on the effectiveness of celebrity public welfare endorsements through three situational experiments. The results show that the interactive dimension of endorser geo-relationship is the primary determinant of behavioral intention, while the ascribed dimension only plays a role when the interactive dimension is weak. And in the influence of endorser geo-relationship on behavioral intention, the perception of “Qingyi” (affection and righteousness) plays a mediating role. Moreover, high interactivity of the endorser geo-relationship helps to enhance the endorsement effectiveness when the information focus is the celebrity.
|
|
Received: 26 November 2023
|
|
|
|
|
|
|
