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Celebrities in advertising: the role of congruency

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  • Korchia, Michaël
  • Fleck-Dousteyssier, Nathalie

Abstract

The concept of congruence has been used in many research streams like brand extensions, sponsorship, or advertising. This paper aims to show the interest of considering this concept through the two dimensions proposed by Heckler and Childers (1992): relevancy and expectancy, in the case of celebrity endorsers in advertising. In order to measure this concept, we will then develop and empirically test a scale adapted from the works of Fleck-Dousteyssier, Darpy and Roux (2005) on sponsorship.

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File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/4202/1/CR359.pdf
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Bibliographic Info

Paper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/4202.

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Date of creation: 2006
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Publication status: Published in Cahiers DMSP, 2006
Handle: RePEc:dau:papers:123456789/4202

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Web page: http://www.dauphine.fr/en/welcome.html
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Related research

Keywords: Congruence; Endossement; Célébrités; Parrainage publicitaire; Endorsment; Celebrities;

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  1. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
  2. Kahle, Lynn R & Homer, Pamela M, 1985. " Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, University of Chicago Press, vol. 11(4), pages 954-61, March.
  3. Sheinin, Daniel A. & Schmitt, Bernd H., 1994. "Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth," Journal of Business Research, Elsevier, vol. 31(1), pages 1-10, September.
  4. Heckler, Susan E & Childers, Terry L, 1992. " The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, University of Chicago Press, vol. 18(4), pages 475-92, March.
  5. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
  6. Meyers-Levy, Joan & Tybout, Alice M, 1989. " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 39-54, June.
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