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Celebrities in advertising: looking for congruence or for likability?

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ANZMAC2009-394.pdf (119.2Kb)
Date
2009
Dewey
Publicité Relations publiques
Sujet
likability; celebrity endorsement; advertisement; congruence; attitude
JEL code
M37
Conference name
ANZMAC 2009 Australian and New Zealand Marketing Academy Conference
Conference date
11-2009
Conference city
Melbourne
Conference country
Australie
URI
https://basepub.dauphine.fr/handle/123456789/4283
Collections
  • DRM : Publications
Metadata
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Author
Korchia, Michaël
Fleck-Dousteyssier, Nathalie
Le Roy, Isabelle
Type
Communication / Conférence
Item number of pages
8
Abstract (EN)
Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement efficiency, congruence between brand and celebrity is shown to be at least as effective as celebrity likability. Moreover the predisposition toward the ad and brand beliefs are mediators of the effects of congruence between brand and celebrity and celebrity likability on ad efficiency.

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