The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement

The present study examines how different degrees of celebrity–product incongruence influence the persuasiveness of celebrity endorsement.

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...

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