The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement

By Jung-Gyo Lee, Esther Thorson. Journal of Advertising Research, 2008

269 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/15c6c6f380419aafe012548ea63b423b0a8e4117

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Citations in the corpus

When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements (2018, background): “The critical component in these assessments is not the actual level of celebrity trustworthiness or expertise but the level that consumers perceive as maintained by the celebrity (Lee and Thorson 2008).”
The evolution of equity crowdfunding: Insights from co-investments of angels and the crowd (2019, result): “Although we cannot confirm the identity of each angel on the platform, we posit that as long as the behavior of these investors is similar to the behavior reported in previous angel investor studies, it is likely that they will be perceived as business angels by other investors (Lee and Thorson, 200”
The value of celebrity endorsements: A stock market perspective (2011, background): “If a moderate incongruence is indeed beneficial, as suggested in Lee and Thorson (2008), it will be accompanied by a higher abnormal return.”
The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude (2017, unknown): “Moreover, numerous endorsement literatures had highlighted the importance of congruence between a product or brand and its endorser as a key criteria for advertising success (Carrillat, d'Astous and Lazure 2013; Fleck, Korchia and Le Roy 2012; Gurel-Atay and Kahle 2010; Lee and Thorson 2008).”
Celebrity endorsements: a literature review and research agenda (2016, background): “It is noteworthy that two studies have found the main effect of fit to be moderated by involvement such that fit only has a positive effect on brand evaluations under conditions of high involvement (Kirmani and Shiv 1998; Lee and Thorson 2008).”