The Mediating Role of the Affection and Cognition in the Influence of Celebrities on Brand Relationship Management: An Abstract

Abstract

Customers admiring celebrities tend to have a more favorable evaluation of the brands endorsed by their idols (Rockwell and Giles, 2009). Yet, brands are still facing failures, and the combination brand-celebrity does not automatically assist the brand (Zhou and Whitla 2013). Although the literature on congruence in endorsement is rich, no study has yet contemplated congruence from a triple point of view (brand-celebrity, consumer-celebrity, consumer-brand). On the other hand, there is still a debate about the role played by the affection and cognition in consumer experiences. The objective of this project is threefold. First, it aims to show the utility of being interested in the congruence between three actors: brand, celebrity, and consumer. Then, it aims to distinguish the impact of congruence on the affective and cognitive process of consumer. Finally, it aims to show how this schema can vary according to the celebrity, the brand, and the constructed relationship between the consumer and the brand. A quantitative study will be launched in order to test our research model. This study can be carried out with the use of advertising stimuli, featuring different brands and celebrities, to assess their congruence with each other and with consumers, to check the effect of this congruence on the relationship with consumers, and to measure their attitudinal and behavioral responses. A contribution of this project could be linking of two concepts: on one hand the congruence in advertising endorsement and on the other hand the cold and hot BRQ. Deepening research on triple congruence would make it possible to better grasp it as an antecedent of the relationship to the brand. This project proposes an explanatory model of the role of congruence on the BRQ, as well as the role of hot and cold BRQ on consumer behavior. Moreover, providing answers to questions about the congruence and contributing to a better understanding of affection and cognition roles in the brand relationship. The results of this project are likely to show that each type of congruence does not have the same impact on the BRQ. They would reveal the role played by the brand-celebrity, celebrity-consumer, and consumer-brand congruence on each facet of the BRQ. This project emphasizes the importance of the role played by a brand’s endorser, how it influences the consumer brand relationship, and its impact on its behavioral response. It could provide a basis for reflection in the selection criteria of a celebrity.