Peripheral Endorsement: How Perceptual Congruence With Celebrities Can Benefit Brands

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 231-235.


Dan Rice, Louisiana State University, USA
Andrew Kuo, Louisiana State University, USA
Rebecca Rast, Louisiana State University


NA - Advances in Consumer Research Volume 44 | 2016

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