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.
