Luxury Brand Celebrity Endorsements: Personality Congruence and Consumer Engagement
Explore the influence of celebrity endorsements on consumer engagement through personality congruence in luxury brands. Discover insights on brand-self congruence for effective social media marketing.
Uploaded on | 0 Views
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
Luxury Brand Celebrity Endorsements: Three Pairs of Personality Congruence and Consumer Engagement Sanga Song, Indiana University East Claire Whang, Cal Poly Pomona
Introduction Luxury brands increasingly use celebrity endorsements in both traditional & digital media (Park and Yang, 2010). A more relevant and congruent celebrity and brand pair produces more positive marketing outcomes (Fleck et al., 2012).
Introduction Social media allows consumers to express their identity (Escalas and Bettman, 2017). How celebrity endorsements on social media influence consumer engagement based on three pairs of personality congruence (celebrity- brand, brand-self, & celebrity-self)
Literature Review Match-up Hypothesis (Kamins, 1990) Self-congruity theory (Sirgy, 1986) Meaning transfer model (McCracken,1989)
Methodology A series of pretests to choose a focal brand/celebrities 378 female millennials (18-35 years old) via MTurk Each entity s personality (i.e., celebrity, brand and self) was measured by Malhotra s scale (Malhotra, 1981) Personality Congruences were calculated by the distance squared model (e.g., BP-CP congruence: n 2) BPij CPij i=1
Findings Notes 1. BP-CP: the congruence between brand and celebrity, BP-SP: the congruence between brand and self, CP-SP: the congruence between celebrity and self, AA: ad attitudes, BA: brand attitudes, and CE: consumer engagement intentions 2. The dotted lines indicate insignificant paths. Figure 1. Hypothesis testing results
Discussion & Conclusion The key is brand-self congruence, not brand-celebrity A new model incorporating three pairs of personality congruence Insights for luxury brands to make the best use of celebrity endorsements on social media
