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Celebrity endorsement impact on brand image: Mediating role of self-congruity
[Effet de l’endossement par les célébrités sur l’image de marque : Rôle médiateur de la congruence avec l’image de soi]

Author

Listed:
  • Leyla Jaoued-Abassi

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Jean-Louis Chandon

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

This article studies the effect of celebrity endorsement on brand image. We examine how celebrity characteristics, in term of credibility and congruence with the brand, impact brand image. 942 respondents participated in this experiment. The results confirm the positive impact of celebrity credibility and congruence on brand image. The mediating role of self-congruity and the moderating role of brand familiarity and brand attitude are also examined.

Suggested Citation

  • Leyla Jaoued-Abassi & Jean-Louis Chandon, 2007. "Celebrity endorsement impact on brand image: Mediating role of self-congruity [Effet de l’endossement par les célébrités sur l’image de marque : Rôle médiateur de la congruence avec l’image de soi]," Post-Print hal-01128172, HAL.
    • Handle: RePEc:hal:journl:hal-01128172
    Note: View the original document on HAL open archive server: https://hal.science/hal-01128172v1
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    References listed on IDEAS

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