Reverse Transfer Effect of Celebrity-Product Congruence on the Celebrity's Perceived Credibility |
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Authors: | Jae-Woong Yoo |
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Institution: | Eulji University, Seongnam-si, Republic of Korea |
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Abstract: | In contrast with traditional celebrity endorsement research, this study examines the effect of celebrity advertisement on the celebrity himself/herself, that is, a reverse transfer effect, in terms of the celebrity's perceived attractiveness, trustworthiness, and expertise. Online questionnaires were conducted for sport and film celebrities using an identical 2 (Korean vs. non-Korean) X 3 (very congruent, moderately incongruent, very incongruent) design. The results show that a celebrity's perceived expertise, trustworthiness, and attractiveness were significantly decreased when the celebrity-product congruence was low, whereas no significant effects were found when the congruence level was high. Theoretical and managerial implications as well as directions for future research are discussed. |
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Keywords: | celebrity advertisement celebrity endorsement match-up hypothesis reverse transfer effect |
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