The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior

Jae Han Jay Min, Hyo Jung Julie Chang, Tun Min Catherine Jai, Morgan Ziegler

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Applying the S-O-R model and the balance theory, the purpose of this study is to investigate the effects of celebrity-brand congruence and publicity on consumers’ attitudes toward the celebrity and brand as well as their buying intention. A survey of a 2 (congruence vs. incongruence) × 2 (positive vs. negative publicity) experimental design was conducted for this study. A total of 120 female Millennial consumers answered the survey and 105 surveys with usable data were collected. The mean age of the participants was 24 years old (SD = 3.28). Results found that the celebrity-brand congruence and publicity play a significant role in consumer behavior related to attitudes toward the celebrity and brand/product, as well as buying intention. Thus, retail marketers need to allocate more investigation into celebrity endorsements that match with brand image that can lead to long-term, positive partnerships.

Original languageEnglish
Article number10
JournalFashion and Textiles
Volume6
Issue number1
DOIs
StatePublished - Dec 1 2019

Keywords

  • Attitudes
  • Buying intention
  • Celebrity-brand congruence
  • Millennials
  • Publicity

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