Examining functional congruity and self-congruity in celebrity spokesperson endorsed advertising context

Simple item page
dc.contributor.authorHuang, Shengchen
dc.contributor.supervisorDrollinger, Tanya
dc.date.accessioned2015-11-25T20:33:16Z
dc.date.available2015-11-25T20:33:16Z
dc.date.issued2013
dc.degree.levelMastersen_US
dc.descriptionviii, 168 leaves : illustrations ; 9 cmen_US
dc.description.abstractThe purpose of this study was to test the dual-pathway persuasion model proposed by Johar and Sirgy (1991) in a celebrity endorsement context. This study attempted to provide empirical evidence for the proposition that the perceived functional congruity and self-congruity are effective factors to predict viewers’ behavioral intentions. The study revealed that celebrity spokespersons who are perceived as expert source are able to improve viewers’ utilitarian evaluations and to induce purchase intentions of the endorsed products . Similarly, celebrity spokespersons who are perceived as similar source can make viewers believe that the endorsed products are able to satisfy viewers’ value-expressive needs and trigger viewers’ purchase intentions of the endorsed products. In addition, this study found that functional congruity and self-congruity are positively correlated with purchase intention, and functional congruity, compared to self-congruity, is able to explain more variance in purchase intention. Findings and contributions of this study, implications of advertising strategy and limitations were discussed. Keywords: source expertise, source similarity, functional congruity, self-congruity, advertising effectivenessen_US
dc.embargoNoen_US
dc.identifier.urihttps://hdl.handle.net/10133/3798
dc.language.isoen_CAen_US
dc.proquest.subject0338en_US
dc.proquestyesYesen_US
dc.publisherLethbridge, Alta. : University of Lethbridge, Faculty of Managementen_US
dc.publisher.facultyManagementen_US
dc.relation.ispartofseriesThesis (University of Lethbridge. Faculty of Management)en_US
dc.subjectEndorsements in advertisingen_US
dc.subjectCelebrities in popular cultureen_US
dc.subjectConsumer behavioren_US
dc.subjectBranding (Marketing)en_US
dc.subjectBrand choiceen_US
dc.subjectDissertations, Academicen_US
dc.subjectsource expertiseen_US
dc.subjectsource similarityen_US
dc.subjectfunctional congruityen_US
dc.subjectself-congruityen_US
dc.subjectadvertising effectivenessen_US
dc.titleExamining functional congruity and self-congruity in celebrity spokesperson endorsed advertising contexten_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
HUANG_SHENGCHEN_MSCMGT_2013.pdf
Size:
7.16 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Business, Dhillon School of
University of Lethbridge Theses