Impact of celebrities on brand decisions of Hong Kong university students

Few studies on celebrity endorsements have focused on Hong Kong, a city famous for Asian and Hollywood celebrities. Research has explored celebrity attractiveness, meaning transfer, credibility, impact, and celebrity-product fit but these have largely been on Western cultures. This study through a survey questionnaire explores celebrity influences on brand decisions of 129 Hong Kong university students. The study found that Hong Kong actors and singers do influence Hong Kong students on brand decisions. Future research can investigate the impact of Hong Kong celebrities on ethnic Chinese in China, Taiwan, Singapore, and Malaysia.