Effects of Three Dimensions of Congruence in Celebrity Endorsement : How Does Congruence Work in Celebrity Endorsement?

다국어 초록 (Multilingual Abstract)

In trying to explain the effects of celebrity endorsement, a great deal of research has devoted attention to the concept of congruence. However, little research has been conducted to explain the multidimensional aspects of congruence. The current study is designed to examine multi-dimensional aspects of congruence, adding another dimension—a celebrity’s likelihood of using the brand (brand/product use possibility)—to the existing dimensions of expectancy and relevancy. Study findings suggest that relevancy between the celebrity endorser and the endorsed brand has positive impacts on consumers’ evaluations of the celebrity endorser and attitude toward the brand. The study also finds that expectancy between the celebrity endorser and the endorsed brand has positive impacts on consumers’ evaluations of the celebrity endorser, the endorsed brand, and the ad. Lastly, a celebrity’s brand/product use possibility has a positive impact only on consumers’ attitude toward the endorsed brand. Theoretical and practical implications are discussed.

목차 (Table of Contents)

• Abstract
• LITERATURE REVIEW
• Congruence: How It is defined and How It is Measured
• Effects of Congruence: Celebrity Endorsement, Brand Extensions, and Sponsorship
• Three Dimensions of Congruence: Relevancy, Expectancy, and Celebrity’s Brand/Product Use Possibility
• Relevancy
• Expectancy
• Celebrity’s Brand/Product Use Possibility
• METHOD
• Study Design, Participants, and Procedure
• Independent Variables
• Dependent Variables
• Covariates
• RESULTS
• Effects of Relevancy
• Effects of Expectancy
• Effects of Celebrity’s Brand Use Possibility
• DISCUSSION
• REFERENCES