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The Impact of Congruence between Brand and Celebrity Endorsers on Advertising Effectiveness: An Eye-tracking Study
| Content Provider | Semantic Scholar |
|---|---|
| Author | Seomoon, Eunbi |
| Copyright Year | 2019 |
| Abstract | Recent studies on the role of celebrity endorsers in the advertising of attractiveness-related products (e.g. cosmetics, perfumes, etc.) have demonstrated that congruence between brand and celebrity affects advertising effectiveness. According to the previous research, less congruence causes the vampire effect defined as a decrease in the brand recall due to attraction towards a celebrity endorser in advertising. By far, studies on celebrity endorsement have only focused on congruence between brand and the physical appearance of a celebrity endorser (appearance congruence) based on the theoretical background of source attractiveness and match-up hypothesis. Today, however, meaning transfer model should be significantly considered because of the increase of a variety of communication windows between celebrity and consumers. In that sense, congruence between the brand value and celebrities’ personal image (value congruence) can influence advertising effectiveness, by making it fluent to retrieve the associative memory of advertising with celebrity based on an accessibility-diagnostic framework. Therefore, the present study investigates whether value congruence is as important as appearance congruence for improving advertising effectiveness and whether the congruences have an impact on the changed attention leading to advertising effectiveness. In this study, the main experiment was carried out with the newly recruited 24 female subjects. The stimuli for the main experiment was selected through the preliminary experiment. During the experiment, subjects were shown a series of 60 stimuli in the form of an advertisement poster, and their eye-gaze was recording. Next, subjects were requested to rank the level of appropriateness of each stimulus while their eye-gaze was tracked. After that, advertising recall and recognition tests were done, and they were also asked to evaluate value congruence as well as appearance congruence. Finally, subjects evaluated appropriateness, effectiveness, and liking of each stimulus. Results showed that both appearance congruence and value congruence were crucial for advertising effectiveness. Behavioral responses revealed that it was more appropriate for a celebrity who has both appearance congruence and value congruence to promote the brand, and especially, value congruence was more influential than appearance congruence. The eye-tracking data also implies that the memory regarding advertising can be encoded by associative celebrity endorser faster without the longer attention. In summary, the results indicated that value congruence could play an important role for more accurate recall. These findings suggest that value congruence is as important as value congruence for improvement of the advertising effectiveness. Therefore, to establish brand identity effectively, considering value congruence may enhance print advertising effectiveness beyond the level by simply focusing on appearance congruence. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://scholarworks.unist.ac.kr/bitstream/201301/26037/1/The%20Impact%20of%20Congruence%20between%20Brand%20and%20Celebrity%20Endorsers%20on%20Advertising%20Effectiveness.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
