The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement
Jung-Gyo LeeKyung Hee University
Esther ThorsonUniversity of Missouri-Columbia
Using celebrities in advertising has been a popular communication strategy among marketers (Kamins and Gupta, 1994). Every year millions of dollars are spent on endorsement contracts with high profile celebrities. This practice presumably stems from the intuitive notion that the positive images of celebrities will be passed on to products associated with the celebrities.
Given potential benefits of using celebrity endorsers, the impact of celebrity endorsement on advertising effectiveness has been extensively studied over the past decades. A variety...