Do We Love Celebrity Endorsers? The Joint Impacts of Consumers’ Need for Status, Celebrity’s Star Power and Image Congruence on Celebrity Endorsement Effectiveness

Abstract

This study aims to elucidate the complex relationship among consumers' psychological motives, celebrity endorsements, and brand perception, thereby enhancing the understanding of the factors that influence the effectiveness of celebrity endorsements. The research investigates the joint impacts of consumers' need for status, celebrities' star power, and image congruence on the efficacy of celebrity endorsement strategies. Through a rigorous quantitative approach, the study explores how consumers' need for status affects their emotional and behavioral responses to celebrity endorsements across different product categories and demographic groups. Additionally, the research examines the role of factors such as celebrity credibility, attractiveness, and competence in mediating the link between endorsement exposure and consumer purchase intention, as well as the influence of a celebrity's star power on this relationship. The study surveyed 300 individuals from various backgrounds to investigate the factors that contribute to the achievement of celebrity endorsements the usage of a quantitative research technique. There have been robust high-quality associations found among the following variables: endorsement efficacy, picture congruence, client logo participation, and Celebrity megastar energy. The impact of celebrities accounted for 21.2% of the variation in efficacy. It’s miles essential for celebrities, manufacturers, and purchasers to have their identities aligned, on the grounds that photograph congruence and emblem participation have been additionally strong indicators. There has been an extra correlation between advice effectiveness and consumer logo participation. It is clean that a more comprehensive approach to advertising is required, because the outcomes shed light at the myriad elements that go into celebrity endorsements. The study delves into the alignment of celebrity, brand, and consumer images and how it affects consumers' attitudes, brand perceptions, and purchasing behaviors. The specific strategies of image congruence that govern the effectiveness of celebrity endorsements are also investigated. By adopting a comprehensive, multi-disciplinary framework that integrates marketing, consumer psychology, and behavioral economics, this research provides valuable insights into the intricate dynamics of celebrity endorsement effectiveness.