(In)Congruity in the Evaluation of Celebrity Co-Brands

Keith Wilcox, Babson College, USA
William Carroll, Saint John's University, USA
This research demonstrates that consumers are more likely to purchase a celebrity co-branded product when the personality of the celerity is incongruent with the parent brand compared to when it is congruent. The results show that incongruity increases elaboration, which has a positive effect on consumers’ evaluation of the co-brand.
[ to cite ]:
Keith Wilcox and William Carroll (2011) ,"(In)Congruity in the Evaluation of Celebrity Co-Brands", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 483-484.