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

Psychology and Marketing

Volumn 29, Issue 9, 2012, Pages 639-650

  Choi, Sejung Marina ^a   Rifon, Nora J ^b  

^a Korea University   (South Korea)

^b MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84865555301     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20550     Document Type: Article

References (54)

1. Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.
2. Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27, 209-234.
3. Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 57-61.
4. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168.
5. Biswas, S., Hussain, M., & O'Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal of Global Marketing, 22, 121-137.
6. Boon, S. D., & Lomore, C. D. (2001). Admirer-celebrity relationships among young adults: Explaining perceptions of celebrity influence on identity. Human Communication Research, 27, 432-465.
7. Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, 19, 198-211.
8. Cocanougher, A. B., & Bruce, G. D. (1971). Socially distant reference groups and consumer aspirations. Journal of Marketing Research, 8, 379-381.
9. Dolich, I. J. (1969). Congruence relationship between self-images and product brands. Journal of Marketing Research, 6, 80-84.
10. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15, 291-314.
11. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research (May/June), 41, 39-48.
12. Ericksen, M. K. (1997). Using self-congruity and ideal congruity to predict purchase intention: A European perspective. Journal of Euromarketing, 6, 41-56.
13. Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers' connections to brands. Journal of Consumer Psychology, 13, 339-348.
14. Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24, 33-41.
15. Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19, 63-71.
16. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29, 43-54.
17. Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13, 4-18.
18. Grubb, E. L., & Hupp, G. (1968). Perception of self, generalized stereotypes, and brand selection. Journal of Marketing Research, 5, 58-63.
19. Grubb, E. L., & Stern, B. L. (1971). Self-concept and significant others. Journal of Marketing Research, 8, 382-385.
20. Heath, T. B., & Gaeth, G. J. (1994). Theory and method in the study of ad and brand attitudes: Toward a systemic model. In E. M. Clark, T. C. Brock, & D. W. Stewart (Eds.), Attention, attitude, and affect in response to advertising (pp. 125-148). Hillsdale, NJ: Lawrence Erlbaum Associates.
21. Higgins, E. T. (1987). Self-discrepancy: A theory relating self and affect. Psychological Review, 94, 319-340.
22. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635-50.
23. Hovland, C. I., Jannis, I., & Kelley, H. H. (1953). Communication and persuasion. New Haven, CT: Yale University Press.
24. Joreskog, K. G., & Sorbom, D. (1993). LISREL8: Structural equation modeling with the SIMPLIS command language. Chicago, IL: Scientific Software International, Inc.
25. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11, 954-961.
26. Kalwani, M. U., & Silk, A. (1982). On the reliability and predictive validity of purchase intention measures. Marketing Science, 1, 243-286.
27. Kamins, M. A. (1990). An investigation into the "match-up" hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19, 4-13.
28. Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11, 569-586.
29. Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C. (1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of Advertising, 18, 4-10.
30. Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 33, 57-78.
31. Lord, K. R., & Putrevu, S. (2009). Informational and transformational responses to celebrity endorsements. Journal of Current Issues and Research in Advertising, 31, 1-13.
32. Lynch, J., & Schuler, D. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology & Marketing, 11, 417-445.
33. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53, 48-65.
34. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130-143.
35. Malhotra, N. K. (1981). A scale to measure self-concepts, person concepts, and product concepts. Journal of Marketing Research, 18, 456-464.
36. Markus, H., & Kunda, Z. (1986). Stability and malleability of the self-concept. Journal of Personality and Social Psychology, 51, 858-866.
37. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-321.
38. Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21, 159-173.
39. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19, 39-52.
40. Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31, 46-54.
41. Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4, 13-23.
42. Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4, 102-110.
43. Peter, J. P., & Olson, J. C. (1996). Consumer behavior and marketing strategy, 4th ed. Columbus, OH: McGraw-Hill.
44. Richins, M. L. (1994). Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21, 504-521.
45. Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities. European Journal of Marketing, 41, 121-134.
46. Shimp, T. A. (2000). Advertising, promotion, and supplemental aspects of integrated marketing communications, 5th ed. Fort Worth, TX: The Dryden Press.
47. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300.
48. Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13, 195-206.
49. Sirgy, M. J., & Danes, J. E. (1982). Self-image/product-image congruence models. In A. Mitchell (Ed.), Advances in consumer research (Vol. 9, pp. 556-561). Ann Arbor, MI: Association for Consumer Research.
50. Sternthal, B., Phillips, L. W., & Dholakia, R. (1978). The persuasive effect of source credibility: A situational analysis. Public Opinion Quarterly, 42, 285-314.
51. Thomson, M. (2006). Human brands: Investigating antecedents to consumers' strong attachments to celebrities. Journal of Marketing, 70, 104-119.
52. Till, B. D., & Busler, M. (1998). Matching products with endorsers: Attractiveness versus expertise. Journal of Consumer Marketing, 15, 576-686.
53. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29, 1-13.
54. Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25, 179-196.