Abstract

Based on psychological theories of associative learning and self-concept, this study proposes an integrated conceptual framework of dual-path relationships between two types of congruence (product-celebrity congruence vs. self-celebrity congruence) and two dimensions of source credibility (endorser expertise vs. endorser trustworthiness), and their impact on advertising effectiveness in celebrity endorsement. Path analysis using data from college students (N = 273) in the U.S. supports the proposed dual-path relationships in the model. First, perceived endorser expertise (EE) mediates the effects of product-celebrity congruence (PCC) on attitude toward the ad (A_ad). Furthermore, A_ad mediates the effect of PCC on attitude toward the brand (A_b). Second, perceived endorser trustworthiness (ET) mediates the effects of self-celebrity congruence (SCC) on A_ad. Furthermore, A_ad mediates the effect of SCC on A_b. The new framework contributes to celebrity endorsement literature by integrating two congruence factors and two source credibility dimensions into one model, and by uncovering the serial mediation relationships between these factors and attitude toward the ad and attitude toward the brand. In addition, this study focuses on the effects of congruence between actual self and celebrity for low-risk functional products, extending previous research that has focused on the congruence between ideal self and celebrity for symbolic products. The study findings have practical implications on celebrity selection and message framing according to advertisers' positioning strategies.

摘要

基于联想学习和自我概念的心理学理论，本研究提出了两种一致性（产品-名人一致性与自我-名人一致性）和来源可信度的两个维度（代言人专业知识）之间双路径关系的集成概念框架。与代言人的可信度），以及它们对名人代言广告效果的影响。使用美国大学生 (N = 273) 的数据进行的路径分析支持模型中提出的双路径关系。首先，感知代言人专业知识 (EE) 调节了产品-名人一致性 (PCC) 对广告态度 (A _ad ) 的影响。此外，A_广告中介 PCC 对品牌态度的影响（A _b）。其次，感知代言人可信度（ET）介导了自我名人一致性（SCC）对_{广告的影响。}此外，A_广告介导了 SCC 对 A _b的影响. 新框架通过将两个全等因素和两个来源可信度维度整合到一个模型中，并通过揭示这些因素与对广告的态度和对品牌的态度之间的串行中介关系，为名人代言文学做出了贡献。此外，本研究侧重于低风险功能产品的实际自我与名人之间的一致性的影响，扩展了先前关注理想自我与名人之间的一致性对象征性产品的研究。根据广告商的定位策略，研究结果对名人选择和信息框架具有实际意义。