Influence of Low Endorser-Brand Congruence

Celebrity endorsement is a popular advertising strategy. However, when celebrity image is incongruence with brands, little is known under such circumstances on how consumers as their extended-self would respond. This study aims to know the effects of implicit self-esteem in endorser and brand incongruence. Extensive discussion and suggestions are provided.


Sukyung Kang, Hyehyun Yulrea Kim, Dahye Jung, Kyunhoon Boo, and Sejung Marina Choi (2015) ,"Influence of Low Endorser-Brand Congruence ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 40-44.


Sukyung Kang, Korea University,South Korea
Hyehyun Yulrea Kim, Korea University,South Korea
Dahye Jung, Korea University,South Korea
Kyunhoon Boo, Korea University,South Korea
Sejung Marina Choi, Korea University,South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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