Celebrity endorsement in advertising: The mediating role of self-congruity

Abstract : This article shows that the celebrity characteristics (credibility and brand congruity) influence the effectiveness of endorsement. It also emphasises on the mediating role of self-congruity as well as the moderating role of product involvement, product consumption context and brand attitude prior to exposure. The model dependent variables are attitude towards the advertisement, attitude towards the brand and intention to purchase. An experience was carried out and 942 consumers were questioned. The results confirm the mediating role of self-congruity and the moderating role of product involvement and brand attitude prior to exposure.
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Leyla Jaoued-Abassi, Jean-Louis Chandon. Celebrity endorsement in advertising: The mediating role of self-congruity. Journées de recherche en marketing de bourgogne, Nov 2006, Dijon, France. ⟨hal-01128188⟩

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