congruence of celebrity endorsement and the self and impact of purchase intention

7/17/2019 Congruence of Celebrity Endorsement and the Self and impact of Purchase Intention

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The impact of

congruence between

celebrity image and

consumer self on brand

purchase intention.”



▸To see the purchase intention of the

consumers in case congruency isestablished

o es a s ere s acongruency between the

celebrity image and the self-

image of the consumer forthe soft drink segment.

To assess the importanceof brand image and self-image congruence



LITERATURE REVIEW



“

According to the match-up hypothesis (Kamins 1990) theimage of the brand that the celebrity endorses should alwaysmatch up with the celebrity’s image, such that there is a high

degree of perceied !"t# between the brand and thecelebrity According to the Transfer Model (McCracken 1!" when a celebrityendorses a brand then the celebrity#s cultural $alues areautomatically passed on to the product.Though several models have been proposed regarding themechanism through which celebrity endorser’s impact

advertisement eectiveness, it is clear that celebrities canincrease the eectiveness of advertisements, positivelyimpacting brand attitude and increasing purchase intentions(Kaikati !"#$ %rdogan !!!&.



Consumer SELF

▸Consumers# self%concept is an important in&uence on purchasedecisions ('ricksen 1)* +rae, 1-* irgy 1!/ 1!0"

▸ Consumers are more likely to purchase products that portraytheir self. Consumers buy products that they feel suits ormatch their personality

▸ ow elf congruity is a result of the match between a brand#simage and a consumer#s actual self%image is while idealcongruity denotes a match between a brand#s image and aconsumer#s ideal self%image. elf%image congruence helps

e2plain and predict di,erent facets of consumer beha$ior.

▸ 4n a sur$ey conducted by 5ailey (/66)" se$eral respondentsindicated some degree of skepticism regarding celebrityendorsements



CONCEPTUAL FRAMEWORK



'hysical ttractiveness)

▸ An informational signal, which involvessubtle, pervasive and inevitable effects andhelps in the production of definite difference

patterns and affects transcending of culture.

▸ The relation between the self and celebritypersonality can be understood by a research by

Kahle and Homer in 198, which suggests thatattractiveness of celebrity, producessignificant results as people are themselvesconscious about their own attractive loo!s.



TRUSTWORTHY/ CREDIBLE

▸ The honesty,integrity andbelievabilitye"pressed by anendorser.#onsumersconsidercelebrities as acommunicationsource and they

also associatethe same featurewith their ownpersonalities.

▸ $n case there is highere"pertise in the field ofendorsement, the trust issupposed to be even higher.

▸ %ne of the researches thatsupport this proposition is that

one interesting factor for trustincrease on celebrity isconfirmed by the ethnic statusof the target group. $t reflectsthat the celebrity belongs tosimilar region, having samelife&style with targeted group



E!ERTISE

" The degree to which acommunicator is

perceived to be a

foundation of legalproclamations

& $t is believed thatonly in case that the

people considercelebrities to be moree"pert in the area, thepeople will have higher

intentions of purchase.



RESEARCH#ETHODOLOGY



FINDINGS



!$%s&'() A**r('*&+eness ,#()e-

▸ Attractieness

$ %&9%'&0

▸ *lassy$%&1'%&+0

▸ ey$%&1%'%&.

▸ /legant$

%&9'%&.

▸ andsome'beautiful$

&1'%&0

Attractivess Clas sy Handsome/Beautiful Elegent Sexy0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

.00

.50

!"ysical Attractivess $%ale&

Cele'rity Self



!$%s&'() (**r('*&+eness ,Fem()es-

▸ Attractieness$

&.'%&.

▸ *lassy$&2'%&2

▸ ey$ '2&9

▸ /legant$

&.'%&

▸ andsome' beautiful$ &+'%&. Attractives s Clas sy Handsom e/Beautiful Elegent Sexy

0

0.5

1

1.5

2

2.5

3

3.5

.5

5

!"ysical Attractiveness $(emale&

Cele'rity Self



CREDIBILITY ,#ALE-

▸ De.en(0)e1 2345/6327

▸ Hones*1 2387/6395▸ Re)&(0)e1 23:2/63;<

▸ S&n'ere1 63</6356▸ Trus*=or*$%1

23:2/6376

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

.00

.50

5.00

Credi'ility $%ale&

Cele'rity Self



CREDIBILITY ,FE#ALE-

▸ De.en(0)e1639/635▸ Hones*1 639/635▸ Re)&(0)e1 23:/6▸ S&n'ere1 63</635

▸ Trus*=or*$%1 632/238

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

.00

.50

5.00

Credi'ility $%ale&

Cele'rity Self

3.

3.5

3.)

3.*

3.+

3.,

.1

.2

Credi'ility $(emale&

Cele'rity Self



E!ERTISE ,#ALE-

▸ E>.er*1 23:2/2387▸ E>.er&en'e16/2387▸ Kno=)e?e(0)e1

6376/6356

▸ @u()&e1 23;</2387▸ S&))e1 234:/6

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

.00

.50

5.00

Credi'ility $%ale&

Cele'rity Self

3.

3.5

3.)

3.*

3.+

3.,

.1

.2


Cele'rity Self

3.00

3.20

3.0

3.)0

3.+0

.00

.20

Ex-ertise $%ale&

Cele'rity Self



E!ERTISE ,FE#ALE-

▸ E>.er&en'e1636/232▸ Kno=)e?e(0)e1

635/237▸ @u()&e1 238/23;

▸ S&))e1 234/234▸ E>.er*1 23:/232

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

.00

.50

5.00

Credi'ility $%ale&

Cele'rity Self

3.

3.5

3.)

3.*

3.+

3.,

.1

.2


Cele'rity Self

3.00

3.20

3.0

3.)0

3.+0

.00

.20

Ex-ertise $%ale&

Cele'rity Self

0

0.5

1

1.5

2

2.5

3

3.5

.5

Ex-ertise $(emale&

Cele'rity Self



#ALE VS3 FE#ALE

!"ys ical Attractivenss Credi'ility Ex-ertise0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

.00

.50

Self %ale (emale

!"ys ica l Attractivenss Credi'i lity Ex-ertise3.0

3.50

3.)0

3.*0

3.+0

3.,0

.00

.10

.20

.30

.0

Cele'rity

%ale (emale



CORRELATION

Congruence and

purchase intention

Attractivenss:0.0!Cre"i#i$it%:0.&!

E'(ertise: 0.)*

Celebrity and self

Attractiveness: 0.0+Cre"i#i$it%: ,0.)-

E'(ertise: 0.0



!"ysical Attractiveness Credi'ilty Ex-ertise

0.2

0.1

0

0.1

0.2

0.3

0.

0.5

Corelation 'eteen cele'rity and self

Corelation 'eteen congruence and -urc"aseintention



3ualitatie data45*6 7856:;*6;5<



@UESTIONS INCLUDED1

Ho= o %ou (''ess *$e re)(*&ons$&. 0e*=een %ou (n ('e)e0r&*% enorser

Ho= s&m&)(r (re *$e .erson()&*&es o %ou (n *$e 'e)e0r&*% o%our mos* .ur'$(se 'o) r&n 0r(n

W$(* (re *$e m(&n .erson()&*% e(*ures *$(* %ou no*&'e &n ('e)e0r&*%

You men*&one *$(* %ou '(n (sso'&(*e %ourse) =&*$ 'er*(&n(**r&0u*es o *$e 'e)e0r&*%3 W$(* (re *$e re(sons 0e$&n *$(*In =$(* =(%s (re %ou s&m&)(r or &eren*

To =$(* e>*en* oes *$e .resen'e or (0sen'e o ( 'e)e0r&*%(e'* %our .ur'$(se e'&s&on or %our 0r(n

Ho= s$ou) ( Com.(n% '$oose ( 'e)e0r&*% enorser ?&+en *$e.erson()&*% o *$e *(r?e* se?men* E>(m.)es

Ho= oes 0r(n .erson()&*%"'e)e0r&*% .erson()&*% 'on?ruen'e&er rom se)"&m(?e" 'e)e0r&*% .erson()&*%

#AO



#AO

#AOR FINDINGS1

" Most of the respondents could easily relate themsel$eswith the celebrity that they chose earlier. The reasonswhy they could not relate to the other celebrity werealso discussed.

" 7ne of the e2amples of negati$e congruence was gi$enby A8ay where he said that he can ne$er relate to

Akshay 9umar and thus he has ne$er wanted to taste ortasted Thumps up. '$en if there is no other cold drink

a$ailable at a store he would not consume a Thumps:p.

"



#AO

#AOR FINDINGS1

▸ 4t does a,ect the purchase decision. Many a times wedo not remember the brand but we remember that acelebrity is endorsing certain brand and will want to buythat product as the celebrity looked good in it or

seemed to en8oy its consumption. 5esides when thereare a lot of choices between substitutes in the same

product category it is our perception towards thecelebrity endorsing the brand which causes us to buy a

brand."



#AO

#AOR FINDINGS1

▸ A company should choose a celebrity that isconnectable to the target group. 4f the Companychooses only such celebrities who look posh and classybut cannot re&ect the sentiments of the target group it

does not make sense. ;or instance a Company can alsochoose to ad$ertise an “Agarbatti” ad with a youngactress and they ha$e howe$er the ads work best whenthey use house wife celebrities. 4t is because the targetgroup can connect themsel$es with the celebrity andtheir features.

"



#AO

#AOR FINDINGS1

▸ Br(n .erson()&*% (n 'e)e0r&*% .erson()&*% 'on?ruen'e&s &m.or*(n* 0u* no* (s &m.or*(n* (s 'e)e0r&*%.erson()&*%" se)"&m(?e 'on?ruen'e3 E+en m(ss 0r(nsuse .rem&um 'e)e0r&*&es (n .rem&um 0r(ns use m(ss

'e)e0r&*&es (n &* &s ()) 0e'(use *$e% =(n* *o es*(0)&s$'onne'*&ons =&*$ *$e *(r?e* ?rou.3 T$&s 'onne'*&on &ses*(0)&s$e =$en *$e 'onsumers '(n 0e)&e+e *$(* *$e'e)e0r&*&es '(n (sso'&(*e =&*$ *$e .rou'* (n *$&s$(..ens =$en *$ere &s (n &m.)&e re)(*&ons$&. 0e*=een*$e 'e)e0r&*% (n *$e 'onsumer3

"



=A<K >56

congruence of celebrity endorsement and the self and impact of purchase intention

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