A DIFFERENT PERSPECTIVE ON CELEBRITY ATTACHMENT WITH SELF-CONGRUENCE THEORY: INVESTIGATING THE CONSUMER-CELEBRITY-BRAND RELATIONSHIP WITH ITS POSITIVE AND NEGATIVE OUTCOMES
(A2020-64244)

AUTHORS

Mehmet OZER, Ankara University; Alper OZER, Ankara University; Akin Kocak, Ankara

KEYWORDS

Self-congruence; celebrity attachment; loyalty

ABSTRACT

Although previous studies have investigated the effect of celebrity endorsement on variables such as attitudes towards advertisement-brand, research on celebrity attachment is still in its infancy, and its effect on consumer-brand relations is not completely clear. The primary aim of this study is to examine celebrity attachment, which to date has been explained only by self-determination theory, from a different point of view (self-congruence theory) and to investigate its effect on brand attachment. Furthermore, researching the relationships between brand attachment, brand loyalty, and brand addiction is the second aim of this study. Data from 377 surveys collected from the UK were analyzed using SEM. Findings show that actual and ideal self-congruence have positive effects on celebrity attachment, which is consistent with self-congruence theory. Moreover, celebrity attachment also affects brand attachment, while brand attachment positively affects brand loyalty and brand addiction