 Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?Noël Albert, Laure Ambroise and Pierre Valette-Florence Journal of Business Research, 2017, vol. 81, issue C, 96-106 Abstract: Celebrity endorsement research mainly focuses on celebrity–brand congruency, presented as a primary condition for the success of these marketing communications. In this view, the consumer functions as an outsider of the celebrity–brand dyad, even though endorsement efficiency depends on psychological processes by the consumer (i.e., identification, social influences). This study therefore proposes a model of celebrity endorsement to test the simultaneous effects of three congruencies among the brand, the celebrity, and the consumer. Data collected from samples of real French women (mean age: 43.36years) (N=720) indicate that only the brand–consumer match exerts a significant impact on brand attitude, brand commitment, brand identification, and behavioral intentions. Celebrity–brand and celebrity-consumer fits have a limited influence on the outcomes. These findings challenge the exclusive prominence of celebrity–brand fit as a research and practical consideration and confirm the consumer's active role in the endorsement. Keywords: Celebrity; Endorsement; Fit; Congruency; Identification; Commitment (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:81:y:2017:i:c:p:96-106 DOI: 10.1016/j.jbusres.2017.08.002 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.