Why Fame Sells Better in Some Countries Than Others
Featuring Manish Gangwar
Cultural differences among countries influence the success of celebrity endorsements, research suggests.
Display Settings
Display mode
Text size
Listen to this article
Manish Gangwar
Associate Professor of Marketing and the Executive Director of ISB’s Institute of Data Science (IIDS). He specialises in advanced analytical methodologies, including machine learning, econometrics, data science and game theory. His research covers competitive promotions, omnichannel retail, dynamic pricing, and the use of AI in marketing.
Key Takeaways
- Culture influences the effectiveness of celebrity endorsements. In high-power distance cultures like India, people value hierarchy more, which makes celebrity endorsements more effective. In lower power distance cultures like the US, consumers are less influenced by celebrity status.
- Consumers tend to trust celebrities more and view them as experts in high power distance cultures, which enhances the impact of ads. In low-power distance cultures, marketers must ensure celebrity endorsements are backed by real expertise to gain the trust of consumers.
- Celebrity endorsements are more effective for low-cost everyday products like chocolates than for luxury items, where consumers take more time to think before buying.