The impact of ideal self-congruity with celebrity endorsers on advertising effectiveness : the moderating role of message frame



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Celebrity endorsements have been studied regarding factors for effectively persuading consumer behavior. To broaden this research stem, the current study aims to examine the interactive effect of ideal self-congruity (low versus high) and regulatory focus message frame (gain versus loss) on celebrity endorsement effectiveness. The findings from an experiment show that consumers with a high level of ideal self-congruity with a celebrity endorser generate a more favorable attitude toward the advertisement, attitude toward the brand, and greater purchase intention compared to consumers with low ideal self-congruity. In addition, this work examines the interplay between ideal self-congruity and regulatory focus. Interestingly, the results reveal the interaction between ideal self-congruity and regulatory focus message does not significantly influence attitude toward the advertising, attitude toward the brand, or purchase intention.