Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement

IF 2.3 Q1 COMMUNICATION

International Journal of Strategic Communication Pub Date : 2022-07-25 DOI:10.1080/1553118X.2022.2033978

Nilesh Arora, S. Prashar, C. Parsad, Sai Vijay

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引用次数: 1

Abstract

ABSTRACT This research explores the effect of celebrity components – entertainment, attractiveness, intense attachment, and celebrity-product congruence – on consumers’ value transfer and their purchase intention. Further, the research focuses on understanding the situation of multiple endorsements and ascertains the over-endorsement effects on consumer buying intention. Besides these, the study also evaluates the moderating effect of cognitive strength on shoppers’ purchase intentions. Highly recognized and lesser-recognized brands were used to demonstrate the presence of over-endorsement impact on shoppers’ purchase intentions. Data were collected using the survey instrument from 267 respondents. Two-step structural equation modeling was carried out for analyzing the data. The findings suggest that celebrity components play a vital role in influencing consumers’ buying intention and over-endorsement negatively influences shoppers’ purchase intentions. This research provides new knowledge about celebrity endorsement among consumers who have a different familiarity with these brands. The present study thus contributes to the existing literature by examining how the relationship between consumer and celebrity is influenced by various celebrity components along with the moderating effects of cognitive strength and over-endorsement.

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名人产品一致性前因对价值转移和购买意愿的影响:认知强度和过度代言的调节作用

摘要本研究探讨了名人成分——娱乐性、吸引力、强烈依恋和名人产品一致性——对消费者价值转移和购买意愿的影响。此外，本研究侧重于了解多重背书的情况，并确定过度背书对消费者购买意愿的影响。除此之外，本研究还评估了认知强度对购物者购买意愿的调节作用。高知名度和低知名度的品牌被用来证明过度背书对购物者购买意愿的影响。使用该调查工具从267名受访者中收集了数据。对数据进行了两步结构方程建模分析。研究结果表明，名人成分在影响消费者的购买意愿方面发挥着至关重要的作用，而过度背书对购物者的购买意愿产生了负面影响。这项研究为那些对这些品牌有不同熟悉程度的消费者提供了关于名人代言的新知识。因此，本研究通过研究消费者和名人之间的关系如何受到各种名人成分的影响，以及认知强度和过度认可的调节作用，为现有文献做出了贡献。

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来源期刊

International Journal of Strategic Communication Social Sciences-Sociology and Political Science

CiteScore

3.40

自引率

0.00%

发文量

期刊介绍： The International Journal of Strategic Communication examines the philosophical, theoretical, and applied nature of strategic communication, which is “the purposeful use of communication by an organization to fulfill its mission.” IJSC provides a foundation for the study of strategic communication from diverse disciplines, including corporate and managerial communication, organizational communication, public relations, marketing communication, advertising, political and health communication, social marketing, international relations, public diplomacy, and other specialized communication areas. The IJSC is the singular forum for multidisciplinary inquiry of this nature.