中文摘要：

随着全球市场的形成,一些中国企业开始选取外国明星作为产品的代言人,目的是希望借外籍代言人提升品牌的吸引力,获得消费者的喜爱与购买。与此同时,一些跨国企业也开始使用中国明星为其产品代言,以期通过＂本土化＂加强消费者对品牌的认同,从而最终接受这一品牌。然而,这种做法是否令消费者认可和接受,其广告效果到底如何还是未知数。从目前来看,这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说,作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3（中、外、无国别特色产品）×2（功能性产品、享乐性产品）×2（中、外代言人）的实验设计,验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响,即当代言人国别属性与产品国别色彩一致时,广告效果明显优于不一致的情形。对于中国特色产品,中国代言人的广告效果更好,而对于外国文化色彩以及无国别色彩的产品,外国代言人的广告效果要明显高于中国代言人。

英文摘要：

The Chinese market has become a focus of global competition.Many foreign firms seek local celebrities to endorse products or brands in order to enhance brand power and competitiveness in the market.In contrast,some Chinese firms turn to foreign celebrity endorsement to increase the firm＇s image and prestige.Interesting questions emerge from this market change：do advertising effects of celebrity endorsement vary according to the nationality of the celebrity endorser （Chinese versus foreign）？ Does the fit between endorser nationality and product nationality moderate advertising effects？ Do consumers perceive differences regarding attractiveness,expertise and trustworthiness of celebrities of different nationalities （Chinese versus foreign） in regard to endorsement of products with foreign symbols and products with Chinese symbols？ These questions attract great interest from both academics and practitioners.Stimuli based on the extant literature were confirmed using focus groups and finally a pilot test.For ease of comparison,we chose products that have national symbols （Chinese vs.foreign） and functional characters.We selected celebrity endorsers from KU Ma online surveys and star ranking charts on popular websites in China.Ten celebrities comprising a mixture of Chinese males,Chinese females,foreign males and foreign females were initially selected.These candidates were then rated for general appeal on 7-point Likert scales;the highest scorers were finally selected to be celebrities examined in this study.This study adopted an experimental design approach,using 3 national product symbols （Chinese symbols,foreign symbols,no distinctive symbols） × 2 product types （utility,entertainment） × 2 celebrity types （Chinese,foreign）.Twelve sets of questionnaires incorporating 7-point Likert scales were generated.Four hundred and forty questionnaires were completed by students from 3 universities in Beijing.Regression analyses confirmed the positive influence on consumer purchasing intentio