A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2017; you can also visit the original URL.
The file type is
The use of a wrong celebrity endorser may boost the animosity of local consumers toward a specific country with a complex consumer animosity. Thus, this study aims to examine whether the match or mismatch between the endorser's nationality and the brand's country of origin affects consumers' purchase intention. We use an experimental study to investigate the purchase intention of young Taiwanese consumers toward Korean smartphone brand "Samsung". Results indicate that the endorser's nationalitydoi:10.5539/ibr.v8n11p49 fatcat:xsstpdkjw5hohnnj4ot7y2dadi