Celebrities in Advertising: Looking for Congruence or Likability?

Abstract

The choice of a celebrity endorser for a brand is an important topic in advertising and marketing, as considerable time and effort resources are dedicated to finding the right celebrity to represent a given organization. Celebrities used as endorsers in advertisements are often very popular ones. However, from a cognitive point of view (and a more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement effectiveness, congruence between brand and celebrity is shown to be as effective as celebrity likability. Moreover, congruence between brand and celebrity as well as celebrity likability have an impact on the predisposition toward the ad, which in turn influences brand beliefs and purchase intention.

The Impacts of Moral Character in Celebrity Endorsement

“…Moreover, blameworthy (or culpable) endorsers induce more negative reactions in stock returns [29]. Negative publicity information instigates more negative impacts on endorsers congruent with the brands that they endorsed [30][31][32].…”

O Conceito de Congruência e o Endosso de Celebridades Esportivas

“…O conceito conhecido como congruência é encontrar a melhor parceria entre a marca e qualquer outra variável associada, ou seja, a o nível de congruência refere-se ao quão consistentes são as características mais relevantes da celebridade endossante com os atributos mais relevantes da marca (Fleck et al, 2012;Misra & Beatty, 1990;Kamins, 1990;Huston D'Ouville, & Willis, 2003).…”

“…A existência de congruência entre uma celebridade e a marca endossada pode ter um impacto positivo na imagem desta e, quanto mais forte e positiva esta ligação, mais impacto deve ter nas percepções do público final (Fleck et al, 2012). Além disso, essa melhor relação e maior relevância do endosso pode gerar uma resposta mais positiva à publicidade em termos de atitude e intenção de compra do consumidor (Keel & Nataraajan, 2012;Choi & Rifon, 2012;Misra & Beatty, 1990;Kamins & Gupta, 1994).…”

“…O uso de celebridades tornou-se uma estratégia de publicidade bastante utilizada pelos mais diversos tipos de empresas (Fleck, Korchia, & Le Roy, 2012;Choi & Rifon, 2007) tornando-se, consequentemente, tema recorrente no estudo da efetividade da comunicação de marketing no mundo (Keel & Nataraajan, 2012;Andrade, 2008). E o mesmo pode ser dito a respeito do mercado publicitário brasileiro, visto que nos últimos anos, um número significativo de campanhas veiculadas no Brasil fez uso do endosso de celebridades (Freire & Senise, 2011).…”

The Use of Celebrity Endorsement as Marketing Communication Strategy by Turkish Airlines

“…Interesting perspective is provided by Moeran (2003) who stated that celebrities are household names whose reputations seemingly join together producers and consumers by means of the products (commodities, cultural productions) with which they are associated. Fleck et al (2012) concluded that once a celebrity becomes famous and popular, he/she immediately appears in an advertisement and sometimes several at the same time. When speaking about characteristics that ideal celebrity needs to have, Keller (2008) mentions credibility in terms of expertise, trustworthiness, likability, attractiveness and specific associations that carry potential product relevance.…”