Measuring the Influence of Extreme Incongruence between Product and Celebrity Endorsement on Customer Purchase Intention: An Applied Study on Fast Moving Consumers Goods
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Zakaria, Bernadette (Author) |
| مؤلفين آخرين: | El Meniawy, Aisha Mustafa (Co-Author) |
| المجلد/العدد: | ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2019
|
| الشهر: | أكتوبر |
| الصفحات: | 557 - 582 |
| ISSN: |
2636-2562 |
| رقم MD: | 1066880 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Celebrity | Attribute Theory | Source of Attractiveness | Source of Credibility | Incongruence | Match-up Hypothesis | Perceived Value | Schema Congruity | Purchase Intention
|
| رابط المحتوى: |
عدد مرات التحميل
18
| المستخلص: |
The use of celebrity in advertising is one of many brands' topical strategies. According to (McCracken 1989), using a well-known endorser will increase the consumer’s buying behavior. The good celebrity/product fit can do wonders for the company, and if not, the company may be in undesired conditions. In this paper we will discuss the influence of the celebrity/product mismatch on the customer perception. The previous literature on celebrity endorsements shows that if there is a match-up between the celebrity and the brand, advertising effectiveness is enhanced. On contrary, another studies illustrated that selecting an endorser with a less match with the brand might be more useful for established brands. Load of literature indicate that brand-incongruous celebrities support longer ad viewing times, greater brand attitudes, and greater buying intentions. Building on the schema congruity, this study shows that choosing a brand-incongruous endorser increases the purchase intention. In this study, two stimuli of fictional ads were randomly distributed to the participants, one for each participant. They were asked to view just one ad. of the two, in which an athlete endorses a product and then complete the questionnaire on hand. Both pairings were fictive, but a real brand and celebrities were used to increase the ecological validity of this study. Two Egyptian football players were choosen (Mohamed salah and Trezeguet) to endorse a well-known global restaurant (KFC). Results showed that the celebrity incongruence can show positive impact on purchase intention. |
|---|---|
| ISSN: |
2636-2562 |
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