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...