California State University, San Bernardino CSUSB ScholarWorks Theses Digitization Project John M. Pfau Library 2005 The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed Sudawadee Eamsobhana Follow this and additional works at: https://scholarworks.lib.csusb.edu/etd-project Part of the Marketing Commons, and the Public Relations and Advertising Commons Recommended Citation Eamsobhana, Sudawadee, "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed" (2005). Theses Digitization Project. 2845. https://scholarworks.lib.csusb.edu/etd-project/2845 This Project is brought to you for free and open access by the John M. Pfau Library at CSUSB ScholarWorks. It has been accepted for inclusion in Theses Digitization Project by an authorized administrator of CSUSB ScholarWorks. For more information, please contact
[email protected]. © 2005 Sudawadee Eamsobhana ABSTRACT Celebrity endorsements have become a prevalent form of advertising in the U.S. and Thailand. Despite several studies on the effectiveness of celebrity endorsers, little is known about the relationship between celebrity endorsements and product categories. Hence, the purpose of the study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used. Advertisements in magazines were examined to determine the usage of celebrity.endorsers between the two cultures. Results indicated that both Thai and American cultures used more non-celebrity endorsers than celebrities. In U.S. advertisements, beauty, dietary and health services, hospitals, weight loss clinics categories utilized celebrity endorsements more often than other categories.