Effet de l’endossement par les célébrités sur l’image de marque : Rôle médiateur de la congruence avec l’image de soi

Abstract : This article studies the effect of celebrity endorsement on brand image. We examine how celebrity characteristics, in term of credibility and congruence with the brand, impact brand image. 942 respondents participated in this experiment. The results confirm the positive impact of celebrity credibility and congruence on brand image. The mediating role of self-congruity and the moderating role of brand familiarity and brand attitude are also examined.
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https://hal-upec-upem.archives-ouvertes.fr/hal-01128172
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Leyla Jaoued-Abassi, Jean-Louis Chandon. Effet de l’endossement par les célébrités sur l’image de marque : Rôle médiateur de la congruence avec l’image de soi. association française du marketing, May 2007, Aix les Bains, France. ⟨hal-01128172⟩

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