Missouri State Marketing faculty Dr. Christina Simmers and Dr. Ron Clark published a cross-cultural study that examines several issues related to the use of celebrity endorsers. The study reviews cross-national differences between the US and China in the ability of celebrities to endorse multiple products based on a combination of source characteristics (such as expertise, attractiveness and likability) and gender differences in the ability of the celebrity to endorse more products.

Dr. Christina Simmers and Dr. Ron Clark, Professors of Marketing in the College of Business, co-authored the study with Dr. Diana Haytko from East Carolina University.

You can find the full study in the Journal of International Business and Cultural Studies here.