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The Effects Of Schema Congruity On Consumer Response To Celebrity Advertising, Tracy Harmon-Kizer
The Effects Of Schema Congruity On Consumer Response To Celebrity Advertising, Tracy Harmon-Kizer
Tracy R. Harmon-Kizer Ph.D.
The trend of celebrity-branded products is on the rise, creating a new domain in which to explore the match-up hypothesis. Moving beyond the celebrity as an endorser, but rather, a brand promoting a brand extension, this article examines how perceived congruence between a celebrity's image and the brand image of products they have developed is related to attitudinal and behavioral measures of advertising effectiveness. Employing a 2 × 3 full factorial design, congruence between the celebrity's image and the brand's image was varied (less vs. more congruent), along with the use of the celebrity's image (present, absent, non-celebrity models) to …