Abstract:
The present study aims to understand the impact of congruence
between brand and celebrity personality on consumers attitude
and purchase intentions. The data were collected from 382 business
school students in India. Drawing from the theoretical frameworks
of Attribution theory, Attitude theory, User imagery, Elaboration
Likelihood Model, and match-up hypothesis, results reveals that
congruence between celebrity and brand personality positively
impacts the brand recall, brand associations, and reinforces the brand
personality. Which favorably and significantly impacted attitude
toward the advertisement and brand. Attitude toward brand has
positively impacted purchase intention. ‘Brand personality self-image
congruence’ and ‘involvement level with the brand’ were found to
moderate the impact of brand association and brand personality
reinforcement on attitude toward advertisements and brand. The
paper provides practical implications for the advertisement agencies
and media managers.
