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| Author: | Lee, J-G Thorson, E. |
| Title: | The impact of celebrity-product incongruence on the effectiveness of product endorsement |
| Journal: | International Journal of Tourism Research
2009 : MAR-APR, VOL. 11:2 p. 433-449 |
| Index terms: | effectiveness products image advertising brands marketing strategy |
| Freeterms: | celebrities |
| Language: | eng |
| Abstract: | The study investigates how different degrees of celebrity-product incongruence influence the persuasiveness of celebrity endorsement. The method used in the study is based on the Schema-congruity framework that provides the theoretical basis for suggesting that a moderate mismatch between a celebrity's image and a product's image produces more favourable responses to advertisements than either a complete match or an extreme mismatch. The findings of the study reveal that the process of creating a proper link between the celebrity and the product can itself enhance evaluations of the endorsement. When there is a moderate mismatch the celebrity endorsement is evaluated more favourably in terms of purchase intention compared to the situation when there is either a complete match or an extreme mismatch. |
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