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


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...

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