Abstract From the perspective of social adaptation theory, this study empirically tests the effectiveness of celebrity endorsements of familiar luxury brands compared to that of noncelebrity endorsements. Two separate 2 (celebrity vs. non celebrity) × 2 (luxury vs. nonluxury brands) between-subjects-design experiments are conducted based on female college students (Study 1) and average female consumers (Study 2), respectively. The results show that celebrity endorsements are more effective than noncelebrity endorsements only in attitudes toward advertisements, but not in brand luxuriousness, brand attitudes, and purchase intention. A structural equation model identifies the significance of congruence between an endorser and an ad for luxury brand in generating brand luxuriousness and that greater brand luxuriousness does not warrant the high estimated price for the product featured in the ad. Theoretical contributions and practical implications are discussed at the end.

中文翻译：

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名人代言是否会使熟悉的奢侈品品牌受益？社会适应理论的视角

摘要从社会适应理论的角度，本研究从经验上检验了熟悉的奢侈品牌的名人代言与非名人代言相比的有效性。分别根据女大学生（研究1）和普通女性消费者（研究2）进行了两个单独的2（名人与非名人）×2（奢侈品与非奢侈品品牌）受试者间设计实验。结果表明，明星代言比非明星代言更有效，仅在广告态度上有效，而在品牌奢华度，品牌态度和购买意愿上则不那么有效。结构方程模型确定了代言人与奢侈品牌广告之间的一致性对于产生品牌奢华度的重要性，而更高的品牌奢华度并不能保证广告中所含产品的估算价格较高。最后讨论了理论贡献和实践意义。