How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions

Abstract

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement. Anchored on configurational theory, the study used the fuzzy-set qualitative comparative analysis approach to identify sufficient conditions between and among the two cultural mindsets, brand–endorser origins (local versus foreign), respondent age, and gender that result in highly favorable attitudes. A sample of 891 respondents participated in an online experimental survey. Findings indicate six configurations of the factors that explain favorable attitudes toward the advertisement. The results and emerging approach provide insights on potential configurational treatment of advertising appeals that elicit favorability toward the advertising material in both local and international marketing scenarios.