Celebrity Endorsements and Advertising Effectiveness: the Importance of Value Congruence

Eda Gurel-Atay, University of Oregon, USA
Lynn Kahle, University of Oregon, USA
The match-up hypothesis suggests that there should be a good fit between the celebrity and the product; however, it is not clear what constitutes a good fit. This study suggests that because values are higher-order constructs that can affect other consumer-related constructs, it is important to consider them. Specifically, it is hypothesized that when there is congruence between celebrities’ values (as perceived by consumers), product values, and consumer values, consumers will have more favorable attitudes toward the brand and they will have higher intentions to buy the brand. Indeed, the results show that even a single ad based on value congruence is capable of affecting advertising effectiveness.
[ to cite ]:
Eda Gurel-Atay and Lynn Kahle (2010) ,"Celebrity Endorsements and Advertising Effectiveness: the Importance of Value Congruence", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 807-809 .