(In)Congruity in the Evaluation of Celebrity Co-Brands
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.
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.
Keith Wilcox, Babson College, USA
William Carroll, Saint John's University, USA
NA - Advances in Consumer Research Volume 39 | 2011
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Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore
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Marie-Agnès Parmentier, HEC Montreal, Canada
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