Celebrities in Advertising: Looking for Congruence or Likability?

By Nathalie Fleck, Michaël Korchia, I. L. Roy. 2012

346 citations recorded by the source corpus.

The choice of a celebrity endorser for a brand is an important topic in advertising and marketing, as considerable time and effort resources are dedicated to finding the right celebrity to represent a given organization. Celebrities used as endorsers in advertisements are often very popular ones. However, from a cognitive point of view (and a more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement effectiveness, congruence between brand and celebrity is shown to be as effective as celebrity likability. Moreover, congruence between brand and celebrity as well as celebrity likability have an impact on the predisposition toward the ad, which in turn influences brand beliefs and purchase intention. C � 2012 Wiley Periodicals, Inc.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/696493efda2f22ec98188334825c79ae0f831fdc

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In Gender Studies

1. A. Mägi
2. Kara Chan
3. Hanna Hjalmarson
4. Piyush Sharma
5. L. Bergkvist

In Marketing

1. A. Mägi
2. Hanna Hjalmarson
3. Kara Chan
4. Marcela Moraes
5. Piyush Sharma
6. L. Bergkvist
7. S. Gountas
8. J. Gountas

In Sociology and Political Science

1. A. Mägi
2. Kara Chan
3. Hanna Hjalmarson
4. Marcela Moraes
5. Piyush Sharma
6. L. Bergkvist
7. S. Gountas
8. J. Gountas

Citations in the corpus

• Impact of celebrity endorsement in advertising on brand image among Chinese adolescents (2013, background): “Celebrity likeability and congruence between endorser and the endorsed brand influence predisposition toward the advertisements, which in turn affect attitude toward the brand and purchase intention (Fleck et al., 2012).”
• Celebrity influences on consumer decision making: new insights and research directions (2019, background): “More recent studies identified disparities in how a match-up between a product and a celebrity is perceived (Fleck et al., 2012; Ilicic & Webster, 2014).”
• A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects (2016, background): “, Amos, Holmes, and Strutton 2008; Kahle and Homer 1985; Silvera and Austad 2004). Results in related areas provide further support for the notion of a positive relationship between ACELEBRITY and ABRAND: Olson (2010) finds a positive relationship between attitude towards the sponsored object and AB”