It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness

By Sejung Marina Choi, Nora J. Rifon. 2012

672 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/7fa55273579f3833cafcc60b82364d3863313185

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Citations in the corpus

Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? (2017, background): “In addition to celebrity-brand congruency, celebrity-consumer (Boon & Lomore, 2001; Choi & Rifon, 2012) and brand-consumer (Aaker, 1997; Fournier, 1998) congruencies could influence brand attitudes and relationships.”
When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019, methodology): “These findings are consistent with previous literature in suggesting a positive influence of a self-endorser match-up on product evaluation and judgement (Choi and Rifon 2012).”
A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects (2016, result): “Several celebrity endorsement studies have shown that fit has a positive effect on ABRAND (e.g., Amos, Holmes, and Strutton 2008; Choi and Rifon 2012; Kirmani and Shiv 1998), and similar results have been found in studies of sponsorship (e.g., Olson 2010; Speed and Thompson 2000), CRM (e.g.,…”
Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity (2021, background): “Previous studies have demonstrated that physical attractiveness positively impacts advertising effectiveness, particularly with self-expressive products such as perfume and cosmetics (Choi and Rifon 2012; gong and li 2017; Kamins 1990).”
The Influence of Social Media Influencers: Understanding Online Vaping Communities and Parasocial Interaction through the Lens of Taylor’s Six-Segment Strategy Wheel (2018, background): “Studies have shown when such celebrities do not perceivably match the products they are endorsing, the campaign is not effective (Zwilling and Fruchter 2013; Choi and Rifon 2012).”
The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention (2019, neutral): “…to purchase recommended brands such as perceived influencer’s trustworthiness (Hsu et al. , 2013; Magno & Cassia, 2018), attitude towards the brand (Choi & Rifon, 2012), influencer reputation (Hsu et al. , 2013) or the level of involvement with or interest in the endorsed product category (Kapitan…”
The formation of sub-brand love and corporate brand love in hotel brand portfolios (2019, background): “Additionally, the use of celebrity endorsements is a common means of enhancing congruence between target consumers’ ideal self-image and brands and aims to stimulate consumers’ intimacy and passion for commercial brands (Choi and Rifon, 2012).”
I Like What She’s #Endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type (2020, background): “Our findings corroborate previous studies that demonstrate when the attributes of the celebrity endorser and product fit, it leads to better advertising effects (Choi and Rifon 2012; Kamins 1990; Misra and Beatty 1990).”
The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude (2017, positive): “The perfect match-up between a product's characteristics and an endorser's image is a critical decision in the endorsement process, as Choi and Rifon (2012) revealed that an endorser and product congruence can generate an indirect positive effect on consumers' attitude towards an advertisement.”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “As such, the benefits of celebrity endorsement practices by firms are well documented in the literature (Choi & Rifon, 2012; Keel & Nataraajan, 2012).”