Article2017

Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention?

140 citations0/0 files storedJournal of Promotion Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

We examine whether image congruence (IC) of celebrities have significant effect on purchase intention (PI) and whether attitude towards brand and attitude towards advertisement mediate the relationships in a developing country, based on sample data from India. The data was collected using a Likert Scale of 1 to 7. Structural Equation Modeling (SEM) was employed to test the recursive model incorporating endorser-brand IC, advertising effectiveness (AE), attitude toward advertisement (ATA), attitude towards brand (ATB), and purchase intention (PI). It was found that the celebrity image congruence (IC) has a negative significant effect on ATB and positive significant effect on ATA whereas advertising effectiveness (AE) had significant effect on both attitude towards brand and attitude towards advertisement. Finally AE and ATA both had significant positive effect on PI. Drawing on research on moral reasoning associated with celebrity endorsement, we provide strong theoretical as well as empirical evidence that celebrity (endorser-brand) IC is not a strong predictor of PI in a developing country. Spending huge resources on endorsers for IC does not always provide the desired benefits in countries like India. Findings would be useful for both multinational firms engaged in international marketing as well as local firms.

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References

1992Alternative Ways of Assessing Model Fit 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1994Testing Structural Equation Models.1990Structural Model Evaluation and Modification: An Interval Estimation Approach 1987Practical Issues in Structural Modeling 2013Structural Equation Modeling With AMOS 2014An Easy Guide to Factor Analysis

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