Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Applying the S-O-R model and the balance theory, the purpose of this study is to investigate the effects of celebrity-brand congruence and publicity on consumers’ attitudes toward the celebrity and brand as well as their buying intention. A survey of a 2 (congruence vs. incongruence) × 2 (positive vs. negative publicity) experimental design was conducted for this study. A total of 120 female Millennial consumers answered the survey and 105 surveys with usable data were collected. The mean age of the participants was 24 years old (SD = 3.28). Results found that the celebrity-brand congruence and publicity play a significant role in consumer behavior related to attitudes toward the celebrity and brand/product, as well as buying intention. Thus, retail marketers need to allocate more investigation into celebrity endorsements that match with brand image that can lead to long-term, positive partnerships.

中文翻译：

---

名人品牌一致性和宣传对消费者态度和购买行为的影响

营销人员使用名人代言来使广告可信，并增强消费者对品牌名称的认可。但是，一旦名人与品牌之间建立了直接联系，有关名人的负面信息可能会反映到认可的品牌上。运用SOR模型和平衡理论，本研究的目的是研究名人与品牌的一致性和宣传性对消费者对名人和品牌态度以及购买意愿的影响。这项研究进行了2（一致与不一致）×2（正面与负面宣传）实验设计的调查。共有120位女性千禧一代消费者回答了该调查，并收集了105份具有可用数据的调查。参与者的平均年龄为24岁（SD = 3.28）。结果发现，名人品牌的一致性和宣传性在与对名人，品牌/产品的态度以及购买意愿有关的消费者行为中起着重要作用。因此，零售营销商需要对与品牌形象相匹配的名人代言进行更多调查，以建立长期，积极的合作伙伴关系。