The Impact of Congruence on Brand Attitude in Celebrity Endorsements: The Role of Self-Congruity Theory in Sri Lanka

Abstract

Purpose: At present, celebrity endorsements are a widely used marketing tool by businesses to influence consumer perceptions and alter their behaviours in a favourable way. Studies have shown that personality congruence plays a role in determining the effectiveness of celebrity endorsements. In this context, this study examined the impact of personality congruence on brand attitude in celebrity endorsements using Coca-Cola consumers in Sri Lanka.

Design/methodology/approach:  The research was grounded in the self-congruity theory, from which the conceptual framework and hypotheses were developed. A quantitative methodology was employed in this study. Data were collected from 150 Coca-Cola consumers in Sri Lanka using convenience sampling approach. Hypothesis testing was done using SPSS software.

Findings:  Both brand-celebrity and user-brand personality congruence had significant positive impacts on brand attitude. Brand-celebrity personality congruence showed the strongest impact on brand attitude.

Originality:  The findings of this study extend the existing literature on the relationship between personality congruence and celebrity endorsement outcomes in Sri Lanka. The study offers valuable insights into how personality congruence influences the effectiveness of celebrity endorsements. Furthermore, by empirically validating the impact of personality congruence on brand attitude in celebrity endorsements, this study lays the groundwork for future research.

Implications:   The findings of this study underscore the importance for marketers to focus on ensuring a high level of personality match between the brand and the celebrities they use. By ensuring a good fit between the two, businesses will be able to maximise the effectiveness of celebrity endorsements on brand attitude.