Celebrity endorsement impact on brand image: Mediating role of self-congruity

Effet de l’endossement par les célébrités sur l’image de marque: 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: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This article studies the effect of celebrity endorsement on brand image. We examine how celebrity characteristics, in term of credibility and congruence with the brand, impact brand image. 942 respondents participated in this experiment. The results confirm the positive impact of celebrity credibility and congruence on brand image. The mediating role of self-congruity and the moderating role of brand familiarity and brand attitude are also examined.

Keywords: self-congruity; Celebrity endorsement; celebrity characteristics; brand image; caractéristiques de la célébrité; congruence avec l’image de soi; image de marque; Endossement par les célébrité (search for similar items in EconPapers)
Date: 2007-05-31
Note: View the original document on HAL open archive server: https://hal.science/hal-01128172v1
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Published in association française du marketing, May 2007, Aix les Bains, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01128172

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