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

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.