The Effects of Celebrity-Brand Congruence and Publicity on Consumer Attitudes, Buying Intention, and Loyalty
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Celebrities have been used for decades as a marketing tool to endorse brands or products. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect back on to the endorsed brand. Applying the balance theory, the purpose of this study was to investigate the effects of celebrity-brand congruence and publicity on consumers' attitudes toward the celebrity and brand as well as their buying intention and loyalty. A survey with 2(congruence vs. incongruence)×2(positive vs. negative publicity) experimental design was conducted and a total of 105 usable data from generation Y female consumers were collected. The study revealed that consumers tend to like and be loyal to the brand/product when there is a celebrity-brand congruence and positive publicity. Interestingly, the congruence was found to be more important influencer to motivate consumers to purchase a brand than publicity.