Earticle

초록

영어

In trying to explain the effects of celebrity endorsement, a great deal of research has devoted attention to the concept of congruence. However, little research has been conducted to explain the multidimensional aspects of congruence. The current study is designed to examine multi-dimensional aspects of congruence, adding another dimension—a celebrity’s likelihood of using the brand (brand/product use possibility)—to the existing dimensions of expectancy and relevancy. Study findings suggest that relevancy between the celebrity endorser and the endorsed brand has positive impacts on consumers’ evaluations of the celebrity endorser and attitude toward the brand. The study also finds that expectancy between the celebrity endorser and the endorsed brand has positive impacts on consumers’ evaluations of the celebrity endorser, the endorsed brand, and the ad. Lastly, a celebrity’s brand/product use possibility has a positive impact only on consumers’ attitude toward the endorsed brand. Theoretical and practical implications are discussed.

목차

Abstract
LITERATURE REVIEW
Congruence: How It is defined and How It is Measured
Effects of Congruence: Celebrity Endorsement, Brand Extensions, and Sponsorship
Three Dimensions of Congruence: Relevancy, Expectancy, and Celebrity’s Brand/Product Use Possibility
Relevancy
Expectancy
Celebrity’s Brand/Product Use Possibility
METHOD
Study Design, Participants, and Procedure
Independent Variables
Dependent Variables
Covariates
RESULTS
Effects of Relevancy
Effects of Expectancy
Effects of Celebrity’s Brand Use Possibility
DISCUSSION
REFERENCES

저자

• Nam-Hyun Um [ Assistant Professor, School of Advertising & Public Relations Hongik University, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국광고PR실학회 학술대회

• 간기

  부정기

• 수록기간

  2008~2022

• 십진분류

  KDC 326 DDC 659