Celebrities in advertising: looking for congruence or for likability?.

Abstract

Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement efficiency, congruence between brand and celebrity is shown to be at least as effective as celebrity likability. Moreover the predisposition toward the ad and brand beliefs are mediators of the effects of congruence between brand and celebrity and celebrity likability on ad efficiency.likability; celebrity endorsement; advertisement; congruence; attitude;