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Celebrities in advertising: looking for congruence or for likability?

Korchia, Michaël; Fleck-Dousteyssier, Nathalie; Le Roy, Isabelle (2009), Celebrities in advertising: looking for congruence or for likability?, ANZMAC 2009 Australian and New Zealand Marketing Academy Conference, 2009-11, Melbourne, Australie

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Type
Communication / Conférence
Date
2009
Conference title
ANZMAC 2009 Australian and New Zealand Marketing Academy Conference
Conference date
2009-11
Conference city
Melbourne
Conference country
Australie
Pages
8
Metadata
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Author(s)
Korchia, Michaël
Fleck-Dousteyssier, Nathalie cc
Le Roy, Isabelle
Abstract (EN)
Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement efficiency, congruence between brand and celebrity is shown to be at least as effective as celebrity likability. Moreover the predisposition toward the ad and brand beliefs are mediators of the effects of congruence between brand and celebrity and celebrity likability on ad efficiency.
Subjects / Keywords
likability; celebrity endorsement; advertisement; congruence; attitude
JEL
M37 - Advertising