Program Title

Celebrity Endorsement Research: Impacts, Theories and Challenges

Program Period

January 2011 to December 2012

Program Team

Coordinator:
Dr. Kineta Hung, Associate Professor, Department of Communication Studies, HKBU
Research Collaborators:
Prof. Zhao Xinshu, Dean and Chair Professor, School of Communication, HKBU
Prof. Kara Chan, Professor and Head, Department of Communication Studies, HKBU
Dr. Shirley Cheng, Associate Professor, Department of Marketing, HKBU

Program Objectives

－To generate high impacts by examining highly visible topics of interests to both consumers and advertising professionals: Celebrity Advertising in Superbowl (USA) and Celebrity Advertising in Spring Festival (China)
－To extend current research and developing new theories from multi-perspective, including rational perspective on celebrity and celebrity relations
－To examine the societal impacts of celebrity advertising among youth in Hong Kong, a topic that has serious consequences to the well-being of the society
－To enahnce the research network at the School of Communication by involving an inter-disciplinary team to bring in new ideas and stimulation into celebrity research
－To strength connections with the international scholarly community by attracting reputable scholars for productive collaborative work