Predicting the effectiveness of celebrity endorsements using the balance theory

$24.78 plus tax (Refund Policy)

Buy Article:

Abstract:

This research developed a holistic model based on the balance theory (Heider, 1946) to integrate source credibility and congruence/match-up studies to explain the effectiveness of celebrity endorsements on consumer evaluations. Findings from this study showed that match-ups between the celebrity and product, and that between celebrity and message would generate more favourable consumer outcomes measured in terms of attitude toward the brand (AB), the advertisement (AAD) and purchase intentions (PI). The observed relationships were moderated by attractiveness and expertise, but not trustworthiness. Implications for the marketing manager in using celebrity endorsers and suggestions for future research are provided in this paper.

Keywords: BALANCE THEORY; CELEBRITY ATTRACTIVENESS; CELEBRITY ENDORSEMENTS; CONGRUENCE WORDS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539212X13286273975238

Publication date: March 1, 2012

More about this publication?
Related content

Tools

Favourites

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more