商品とモデルの関係
著名⼈の
商品に関する専⾨知識1,2
商品と著名⼈の
イメージの合致3,4
1: Pan, P. L., & Meng, J. (2018). Are they celebrity followers? Examining the third-person perception of celebrity-endorsed advertising. Journal of Promotion Management, 24(2),
233250.
2: Thomas, T., & Johnson, J. (2017). The impact of celebrity expertise on advertising effectiveness: The mediating role of celebrity brand fit. Vision, 21(4), 367–374.
3: Lee, J. G., & Thorson, E. (2008). The impact of celebrity-product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433–449.
4: Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153–177.
両者の関係が近いほど,消費者は商品のコンセプト・便益を理解しやすい