Abstract
This paper looks at the roles played by two forms of image congruence to link up consumer motivations to attach to celebrities and celebrity endorsement effects. Drawing insights from the literature on self-enhancement and celebrity worship, we propose a Need-Image Congruence-Behavior model with two types of celebrity related image congruence (i.e., celebrity/ideal-self-image and celebrity/ideal-social-image) as salient mediators for celebrity endorsement effects. We surveyed 1,280 respondents across China. The findings support the model across different celebrities, celebrity-fan types, and consumers with different socio-economic stature.
| Original language | English |
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| Title of host publication | Proceedings of the 2010 Conference of The American Academy of Advertising |
| Editors | Wei Na Lee |
| Publisher | American Academy of Advertising |
| Pages | 48 |
| Number of pages | 1 |
| ISBN (Print) | 9780931030390 |
| Publication status | Published - Mar 2010 |
| Event | American Academy of Advertising 2010 Annual Conference - Minneapolis, United States Duration: 18 Mar 2010 → 21 Mar 2010 |
Publication series
| Name | American Academy of Advertising Conference Proceedings |
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| ISSN (Print) | 0883-2404 |
Conference
| Conference | American Academy of Advertising 2010 Annual Conference |
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| Country/Territory | United States |
| City | Minneapolis |
| Period | 18/03/10 → 21/03/10 |