Celebrity-Brand Congruence Analysis
Current Issues in Research in Advertising, J. H. Leigh and C. R. Martin, Jr. (Eds.), Ann Arbor, MI: University of Michigan, pp. 17-52, 1985
19 Pages Posted: 25 May 2016
Date Written: 1985
A commercial spokesman for a product influences the audience directly through the message he delivers, and indirectly through how he is perceived by the audience. The latter is called the "source effect:' While there has been a considerable amount of research into factors which might influence this source effect (e.g., perceived source credibility and source· product attitude incongruity), very little marketing-related research has been directed at the problem of selecting the "best" commercial spokesmen for a given product. This paper proposes a method for uncovering the perceptual-cognitive overtones of both product and possible spokesmen, and then examines their relationships so as to establish a basis for "optimizing" potentially desirable source effects. As a demonstration of this method, we apply the PARAFAC three-way factor analysis procedure to individuals' associative judgments (measured on a set of semantic differential scales) concerning twelve automobile makes and twelve celebrities (commercial spokesmen). The three resulting dimensions of overtones which emerge are related in distinctive ways to different brands and to particular celebrities. The relationships between brand over· tones and celebrity overtones provide a basis for deciding which celebrity could be suited to sponsor a specific brand/product. In addition the analysis can provide insight to market segment differences and how these could affect the choice of spokesman.
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