Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context

Abstract

The objective of the research reported in this paper was to develop and test a model of brand personality-celebrity endorser personality congruence and its impact on consumers' attitudes and intentions. In particular, the study drew on social adaptation and attribution theories to develop hypotheses related to the impact of this congruence on consumers' perceptions of endorser credibility and suitability, and the subsequent impact of these perceptions on consumers' attitudes and intentions. The study was motivated by recent attention being paid to the importance of personality in choosing celebrities for product endorsements and the fact that the brand personality-celebrity endorser personality congruence has not been explored before. The model was tested based on data obtained from a sample of participants in India. Results from path analyses indicated a positive and significant impact of personality-based congruence on endorser credibility and suitability, which, in turn, positively and significantly impacted ad believability. Ad believability in turn significantly impacted attitude toward the ad, which had a significant impact on brand attitude and purchase intentions. Research and managerial implications are discussed, as are directions for future research.

Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework

“…However, given today's product variety and the extraordinary growth of the service economy, much of which derives from internet‐based technology, one must consider whether product categorization based on the original purpose of a good is still an appropriate means of identifying schema for effective endorsements. Most studies have not gone beyond examining endorser effectiveness based on product categories (Mishra, Roy, & Bailey, ). We argue that a product's and brand's value proposition is much more suitable to allow this necessary categorization.…”

Measuring the Comparative Efficacy of Endorsements by Celebrities Vis-à-vis Animated Mascots

“…Several research papers have identified a significant relationship between Aad and PI and also between AB and PI (Goldsmith, Lafferty, & Newell, 2000; MacKenzie & Lutz 1989; Mishra, Roy, & Bailey 2015, Awasthi & Choraria, 2015). Few research papers have identified Aad to have an indirect impact on PI, mediated by AB (Gresham & Shimp, 1985; Mackenzie et al, 1986).…”

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

“…Past research indicates that consumers appreciate brands that help them to enjoy life and to build and express their self‐concepts (Mishra, Roy, & Bailey, ; Sirgy, ; Sung & Kim, ). Self‐concept concerns the total set of an individual's thoughts and feelings with reference to himself as an object (Rosenberg, ).…”