An integrated model of congruence and credibility in celebrity endorsement

Abstract

Based on psychological theories of associative learning and self-concept, this study proposes an integrated conceptual framework of dual-path relationships between two types of congruence (product-celebrity congruence vs. self-celebrity congruence) and two dimensions of source credibility (endorser expertise vs. endorser trustworthiness), and their impact on advertising effectiveness in celebrity endorsement. Path analysis using data from college students (N = 273) in the U.S. supports the proposed dual-path relationships in the model. First, perceived endorser expertise (EE) mediates the effects of product-celebrity congruence (PCC) on attitude toward the ad (A_ad). Furthermore, A_ad mediates the effect of PCC on attitude toward the brand (A_b). Second, perceived endorser trustworthiness (ET) mediates the effects of self-celebrity congruence (SCC) on A_ad. Furthermore, A_ad mediates the effect of SCC on A_b. The new framework contributes to celebrity endorsement literature by integrating two congruence factors and two source credibility dimensions into one model, and by uncovering the serial mediation relationships between these factors and attitude toward the ad and attitude toward the brand. In addition, this study focuses on the effects of congruence between actual self and celebrity for low-risk functional products, extending previous research that has focused on the congruence between ideal self and celebrity for symbolic products. The study findings have practical implications on celebrity selection and message framing according to advertisers' positioning strategies.

Keywords:

• celebrity endorsement
• congruence
• credibility
• expertise
• trustworthiness
• dual-path relationships
• self-concept
• advertising effectiveness

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Jung-Sook Lee

Jung-Sook Lee (Ph.D., University of Wisconsin-Madison) is a Professor of Advertising at Towson University. Her research interests include advertising effectiveness and racial disparities in advertising. For advertising effectiveness, she specifically focuses on consumers’ cognitive and affective responses to brand advertising, including advertising with celebrity endorsement. For racial disparities, she focuses on food advertising that contributes to health disparities among different racial groups.

Hua Chang

Hua Chang (Ph.D., Drexel University) is an Assistant Professor of Marketing at Towson University. His research focuses on strategic brand management, marketing communications, and consumer behavior. His work has been published in several journals, including Journal of Business Research, Journal of Business Ethics, International Journal of Advertising, Journal of Product and Brand Management, Journal of Marketing Communications, and Services Marketing Quarterly.

Lingling Zhang

Lingling Zhang (Ph.D., Washington State University) is a Professor of Advertising at Towson University. Her research projects deal with marketing communications, and media effects. Her work has been published in different journals such as International Journal of Advertising, Mass Communication and Society, Howard Journal of Communications, Journal of Marketing Communications, Services Marketing Quarterly, and Atlantic Journal of Communication.