Peripheral Endorsement: How Perceptual Congruence With Celebrities Can Benefit Brands

Dan Rice, Louisiana State University, USA
Andrew Kuo, Louisiana State University, USA
Rebecca Rast, Louisiana State University
Consumers often scrutinize the source congruence between a brand and a celebrity when evaluating celebrity endorsements. As persuasion knowledge of the practice increases, consumers’ responses may become resistant to the appeals. We argue perceptual congruence influences brand evaluations through a peripheral (versus central) route of persuasion, potentially avoiding this resistance.
[ to cite ]:
Dan Rice, Andrew Kuo, and Rebecca Rast (2016) ,"Peripheral Endorsement: How Perceptual Congruence With Celebrities Can Benefit Brands", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 231-235.