Celebrity endorsement in advertising: The mediating role of self-congruity

Efficacité de l’endossement par les célébrité en publicité: Rôle médiateur de la congruence avec l’image de soi

Leyla Jaoued-Abassi () and Jean-Louis Chandon ()
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Leyla Jaoued-Abassi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Jean-Louis Chandon: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université

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Abstract: This article shows that the celebrity characteristics (credibility and brand congruity) influence the effectiveness of endorsement. It also emphasises on the mediating role of self-congruity as well as the moderating role of product involvement, product consumption context and brand attitude prior to exposure. The model dependent variables are attitude towards the advertisement, attitude towards the brand and intention to purchase. An experience was carried out and 942 consumers were questioned. The results confirm the mediating role of self-congruity and the moderating role of product involvement and brand attitude prior to exposure.

Keywords: celebrity; endorsement (search for similar items in EconPapers)
Date: 2006-11-09
Note: View the original document on HAL open archive server: https://hal.science/hal-01128188v1
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Published in Journées de recherche en marketing de bourgogne, Nov 2006, Dijon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01128188

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