(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.



Citation:

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.

Authors

Keith Wilcox, Babson College, USA
William Carroll, Saint John's University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More

Featured

J12. The Influence of Pet-Ownership on Consumer Behavior

Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.