Endorsement Theory: How Consumers Relate to Celebrity Models

The relationship of image congruity and postpurchase dissonance has been reported in the advertising literature.

Endorsement Theory: How Consumers Relate to Celebrity Models

Roger MarshallAuckland University of Technology

Woonbong NaKyunghee University, South Korea

Gabriel StateMediaring Ltd., Singapore

Sonali DeuskarNanyang Technological University, Singapore

RESEARCH OBJECTIVES

It has long been posited that congruency between an individual's ideal self-image and the image of some consumer good will result in a motivation to purchase (Sirgy, 1982; Sirgy, Johar, Samli, and Claiborne, 1991). Furthermore, it seems that it does not matter if the gap between the actual image and the desired image displayed in the merchandise is large; aspirational advertising still enhances the motivation to purchase...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands