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Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?

Author

Listed:
  • Noël Albert

    (Kedge Business School [Talence])

  • Laure Ambroise

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

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: 43.36 years) (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.

Suggested Citation

  • Noël Albert & Laure Ambroise & Pierre Valette-Florence, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Post-Print hal-01998102, HAL.
    • Handle: RePEc:hal:journl:hal-01998102
    DOI: 10.1016/j.jbusres.2017.08.002
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    Citations

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    Cited by:

    1. Kettle, Keri L. & Mantonakis, Antonia, 2024. "Look for the signature: Using personal signatures as extrinsic cues promotes identity-congruent behavior," Journal of Business Research, Elsevier, vol. 170(C).
    2. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.
    3. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    4. Regina Burnasheva & Yong Gu Suh, 2021. "The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms," International Business Research, Canadian Center of Science and Education, vol. 14(2), pages 1-29, February.
    5. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    6. Tan, Teck Ming & Salo, Jari & Juntunen, Jouni & Kumar, Ashish, 2018. "A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands," Journal of Business Research, Elsevier, vol. 92(C), pages 71-80.
    7. Nistoreanu Puiu & Pelau Corina & Lazar Laura, 2019. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1079-1086, May.
    8. Xu, Hui & Wu, Yang, 2024. "Do virtual endorsers have a country-of-origin effect? From the perspective of congruent explanations," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    9. Saridakis, Charalampos & Katsikeas, Constantine S. & Angelidou, Sofia & Oikonomidou, Maria & Pratikakis, Polyvios, 2023. "Mining Twitter lists to extract brand-related associative information for celebrity endorsement," European Journal of Operational Research, Elsevier, vol. 311(1), pages 316-332.
    10. Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
    11. Carlson, Brad D. & Donavan, D. Todd & Deitz, George D. & Bauer, Brittney C. & Lala, Vishal, 2020. "A customer-focused approach to improve celebrity endorser effectiveness," Journal of Business Research, Elsevier, vol. 109(C), pages 221-235.
    12. Chen, Xiayu & Shen, Junya & Wei, Shaobo, 2023. "What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    13. Zhu, Zujun & Huang, Qian & Liu, Hefu, 2023. "How heuristic cues impact crowdfunding performance: The moderating role of platform competition intensity and platform demand potential," Journal of Business Research, Elsevier, vol. 160(C).
    14. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
    15. Venciute, Dominyka & Mackeviciene, Ieva & Kuslys, Marius & Correia, Ricardo Fontes, 2023. "The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    16. Peng Li & Yang Sun, 2024. "Impact of internet celebrities’ short videos on audiences’ visit intentions: Is beauty power?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    17. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    18. Bikram Jit Singh Mann & Yadvinder Parmar & Mandeep Kaur Ghuman, 2023. "A New Scale to Capture the Multidimensionality of Celebrity Image," Global Business Review, International Management Institute, vol. 24(6), pages 1251-1275, December.
    19. Daniel Blaseg & Lars Hornuf, 2024. "Playing the Business Angel: The Impact of Well-Known Business Angels on Venture Performance," Entrepreneurship Theory and Practice, , vol. 48(1), pages 171-204, January.

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