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 (Aad). Furthermore, Aad mediates the effect of PCC on attitude toward the brand (Ab). Second, perceived endorser trustworthiness (ET) mediates the effects of self-celebrity congruence (SCC) on Aad. Furthermore, Aad mediates the effect of SCC on Ab. 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.