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Celebrity Endorsement in Advertisement on Destination Choice Among Generation Y in Hong Kong

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  • Grace Suk Ha Chan
  • Ada Lai Yung Lee
  • Connie Hiu Man Wong

Abstract

This study investigated celebrity endorsement for travel destination choice. The study also adopted Hong Kong¡¯s Generation Y as an example and explored the affective image and visitation intention. By using quantitative approach, the study analyzed Hong Kong¡¯s Generation Y that relates to celebrity endorsement for travel destination choice. The results affirm that the hypothesis was corroborated. Celebrity endorsement delivers favorable affective image towards Generation Y. In addition, the study confirms that favorable affective image positively affects the visit intention of Generation Y to travel destinations. However, marketers must understand how to make use of celebrity endorsement to influence Generation Y on their destination choice and finally turn their intention to purchase action.

Suggested Citation

  • Grace Suk Ha Chan & Ada Lai Yung Lee & Connie Hiu Man Wong, 2018. "Celebrity Endorsement in Advertisement on Destination Choice Among Generation Y in Hong Kong," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 16-27, June.
    • Handle: RePEc:ibn:ijmsjn:v:10:y:2018:i:2:p:16-27
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    References listed on IDEAS

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    1. Bush, Alan J. & Martin, Craig A. & Bush, Victoria D., 2004. "Sports Celebrity Influence on the Behavioral Intentions of Generation Y," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 108-118, March.
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    Cited by:

    1. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.

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    More about this item

    Keywords

    celebrity endorsement; advertisement; Generation Y; destination choice; Hong Kong;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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