Group 5

CONGRUENCE BETWEEN
CELEBRITY IMAGE AND
BRAND IMAGE IN ENHANCING
THE ASPIRATIONAL VALUE
AND SALES
Ajay Menon- kh.bu.p2asb23005
Praveen MP- kh.bu.p2asb23061
Nivedya Krishnan- kh.bu.p2asb23056
Samyuktha Vimal-kh.bu.p2asb23070
Nimisha Santhosh- kh.bu.p2asb23054
Sangeeth Gopinath- kh.bu.p2asb23071
Devarsh Damodaran - kh.bu.p2asb23027
INTRODUCTION 2024

• CONTEXT -> BUDLIGHT’s FIASCO

• CONCEPT -> MISALLIGNMENT OF CELEBRITY IMAGE

AND BRAND IMAGE

• PROBLEM DEFINITION

“Critical role of congruence and interdependence between celebrity

image and brand image in enhancing aspirational value and sales of
a product or service, an area of increasing importance in the
marketing and consumer behavior literature”
 The existing studies have mainly treated the celebrity-brand image
congruence as a unidimensional construct. There’s a gap in exploring
the multidimensional nature of congruence, which includes the
personality, style, their political and ideological orientation and how
these dimensions collectively influence aspirational values and sales.
A Gap exists in the comparative studies that evaluate the effectiveness
of celebrity endorsements against other marketing strategies which
can impact the aspirational values and the sales.
RESEARCH
Impact of Negative Celebrity Behavior: The existing
GAP literature may not fully explore how negative behavior or
controversies involving the endorsing celebrity affect the brand's
aspirational value and sales, especially in the context of congruence.
Researching this area could provide insights into risk management
strategies for brands using celebrity endorsement
 SIGNIFICANCE OF THE STUDY

The study becomes significant in understanding and implementing decisions when it comes to
how to effectively apply celebrity endorsements so that the brand can send positive and
affirmative messages rather than an ill informed message to the audience. Celebrity
endorsement congruent to the brand image in the right mix can boost the product to an unaided
recall (Eg: The celebrity endorsement of Katrina Kaif in Maaza) thus understanding the
nuances of brand image development will be paramount in creating an effective value.
 RQ1: How does the congruence between celebrity image and brand
image influence consumer perceptions and values?

RQ2: Is there any significant impact of the celebrity-brand image

RESEARCH congruence of the customer buying behaviour and sales.

QUESTION RQ3: How does the consumer identification with endorsing celebrity
mediate the relationship between the celebrity brand image
congruence and aspirational value.
RESEARCH
PROBLEM
The Interplay of celebrity endorsement and brand image congruence in shaping aspirational values and
driving sales.

In the contemporary marketing landscape, celebrity endorsements are employed as a strategic tool to elevate
brand awareness, mold public perception, and ultimately, boost sales. The underlying assumption of this
strategy is that celebrities can transfer their appeal, credibility, and fan base to the endorsed brand, enhancing
its desirability among consumers. However, the effectiveness of celebrity endorsements extends beyond
mere visibility; it critically depends on the congruence between the celebrity's public image and the brand's
identity. This alignment—or lack thereof—can significantly influence the brand's aspirational value in the
eyes of consumers, affecting their purchase decisions and loyalty.

The research problem focuses on dissecting the nuances of how the congruence between celebrity
endorsements and brand image contributes to shaping the aspirational values associated with the brand and
its impact on sales. Despite the prevalent use of celebrity endorsements across various sectors, there remains
a gap in understanding the multifaceted dynamics of celebrity-brand congruence, particularly in relation to
aspirational value and its translation into actual sales performance.
 • Self-Report Bias: Relying on consumer surveys or interviews to measure perceptions of
celebrity-brand congruence, aspirational value, or brand attitude may introduce self-
report bias. Respondents might not accurately recall their attitudes or may respond in a
socially desirable manner.

• Cross-Sectional Design: If the study employs a cross-sectional design, it captures data at

LIMITATIONS
a single point in time, limiting the ability to infer causality or understand the long-term
effects of celebrity endorsements on aspirational values and sales performance.

OF THE STUDY • Sample Representativeness: The sample selected for the study may not fully represent
the broader consumer population. Factors such as demographic characteristics, cultural
background, and social media usage patterns can vary widely, affecting the
generalizability of the findings.

• Control of External Variables: It can be challenging to control for all external variables
that influence sales performance and aspirational values, such as economic conditions,
competitive actions, and marketing mix elements beyond celebrity endorsements. These
factors can confound the relationships being studied.
THEORETICAL PERSPECTIVE
• Balance Theory (Fritz Heider, 1946): If a person likes a celebrity and believes (because of the endorsement) that the celebrity
likes a product, the individual will tend to enjoy the product more to achieve psychological balance.

• Source Credibility Theory ( Hovland and Weiss, 1953):The effectiveness of a persuasive message depends on the perceived
credibility of the source delivering the message.

• Matchup Hypothesis Theory (Kahle & Homer, 1985; Kamins, 1990): The effectiveness of a celebrity endorsement depends
on the match between the celebrity and the endorsed product or brand.

• Symbolic Interaction Theory (George Herbert Mead, 1934): Emphasises the importance of symbols, meanings, and
interactions in shaping human behaviour.

• Ideal Self Theory: Consumers buy products to become their ideal selves. Celebrities, seen as aspirational figures, can
influence these purchases by suggesting their products help you be more like them.

• Brand Dilution Theory: Examines the potential negative impact that celebrity endorsement can have on a brand's image and
equity.

• Wearout Effect: seeing a celebrity endorse a product can boost brand awareness at first. but overuse can backfire, making
consumers bored and questioning the endorsement’s authenticity.
DEFINITION OF VARIABLES
DEPENDENT VARIABLES:
• Aspirational Value: Aspirational value is the perceived desirability and value of the brand to the consumers, influenced by the extent to which
they aspire to the lifestyle or qualities represented by the brand and the endorsement.

• Sales Performance: Measurable outcomes resulting from the endorsement strategy, include changes in sales volume, revenue, and market share
following a celebrity endorsement campaign.

INDEPENDENT VARIABLES:
• Celebrity-Brand Image Congruence: The variable measures the degree of alignment between the celebrity's public image and the brand's identity
and is hypothesized to affect how consumers perceive the brand’s aspirational value and, subsequently, their purchase decisions. We use a Likert
scale survey to assess consumer perceptions of the fit between the celebrity's image and the brand's image.

• Celebrity Popularity: A celebrity's popularity can influence the reach and effectiveness of an endorsement, potentially impacting brand
aspirational value and sales volume. Measure through social media metrics and traditional media exposure and consumer surveys.

• Consumer Brand Identification: Celebrity endorsements work better when consumers feel connected to the brand. Surveys using Likert scales
can measure this connection to predict how endorsements impact sales and brand image.
DEFINITION OF VARIABLES
INDEPENDENT VARIABLES:
• Social Media Engagement: Social media buzz between celebrities, brands, and consumers can influence brand coolness and sales. Analyze social
media metrics and conduct sentiment analysis.

• Product-Category Fit: Celebrity endorsements resonate more when they fit the product's image. Surveys can gauge this fit to predict how
endorsements impact sales and brand value.

MODERATING VARIABLES:
• Consumer Demographics: Age, Gender, Income, and other demographics, factors can moderate the effectiveness of celebrity endorsement, by
influencing how different groups perceive the congruence and aspirational value

• Market Saturation: The extent to which the market is already saturated with similar product offerings can affect the perception of the product
regarding the celebrity endorsement that is happening.

MEDIATING VARIABLES:
• Consumer Identification with the Celebrity: Consumer identification with a celebrity can boost an endorsement's impact on brand image and sales.

• Brand Attitude: Consumers’ overall evaluation of the brand, which can be influenced by celebrity endorsements and, in turn, affect the brand's
aspirational value and sales performance.
 • The Matchup Hypothesis Theory suggests that for a celebrity endorsement to be truly
effective, there needs to be a strong fit between the celebrity and the product they're
endorsing. ​
​
• When a consumer likes a celebrity (positive attitude) and believes the celebrity likes a
product due to the endorsement (positive association), they tend to develop a more
positive attitude towards the product to achieve psychological balance.​

• Popularity amplifies the reach and influence of a celebrity's symbolic meaning

THEORETICAL (Symbolic Interaction Theory). A highly popular celebrity can draw more attention to
the brand.​
​

PERSPECTIVE • Celebrity endorsements can be a double-edged sword. While a popular celebrity can
attract attention, Brand Dilution Theory warns that excessive endorsements or a
mismatch between the celebrity and the brand can weaken a brand's image and value. ​
​
• Source Credibility Theory sheds light on why some celebrity endorsements resonate
more than others. It builds upon the concepts of Celebrity-Brand Image Congruence and
Celebrity Popularity by highlighting the importance of the celebrity's perceived
credibility.​
 H1: Celebrity-Brand Image Congruence has a positive relationship with
Aspirational Value of a product. ​

H2: Celebrity Popularity significantly influences the Aspirational Value and Sales
Performance of a product. ​

HYPOTHESIS H3: Consumer Brand Identification defines the relationship between Celebrity-
Brand Image Congruence and Aspirational Value. ​

H4: Product-Category Fit and Celebrity Credibility has a positive relationship

with Aspirational Value and Sales Performance​

H5: Social Media Engagement has an enhanced effect on increasing Aspirational

Value and Sales Performance of a product. ​
RESEARCH MODEL
 ​
​
• A mixed-methods approach could be employed to investigate this phenomenon. ​

• The first stage would involve in-depth interviews with marketing professionals and consumers.
Interviews with marketers would explore their decision-making process for celebrity selection and
their understanding of aspirational value.​

• Consumer interviews would delve into their perceptions of celebrity-brand fit, how it influences their
view of the brand's desirability and their purchase intent.​
METHODOLOGY​ • Following this, a survey could be distributed to a larger sample to quantify the findings and identify
key factors influencing consumer behaviour.​

• Additionally, sales data could be analysed to assess the actual impact of celebrity endorsements on
sales figures.
​
• By combining qualitative and quantitative data, this research would provide a comprehensive
understanding of how congruence between celebrity and brand image drives aspirational value and
ultimately influences sales​
 • Objective:
⚬ Analyze the impact of celebrity-brand congruence on aspirational value
and sales.
• Data Collection:
⚬ Structured surveys with a large sample size
⚬ Probability sampling (demographics, location, brand usage)
• Survey Questions:

Quantitative Analysis of ⚬ Perceived celebrity-brand image match

⚬ Aspirational value of the brand
Celebrity-Brand ⚬ Purchase intention based on congruence
⚬ Actual purchase behavior
Congruence • Ensuring Data Quality:
⚬ Utilize validated measurement scales for reliable data.
• Data Analysis:
⚬ Correlation analysis (relationships)
⚬ Regression analysis (predictive power)
⚬ Structural Equation Modeling (complex relationships)
• Sample Size:
⚬ Determined through statistical power analysis
 • Objective:
⚬ Gain deeper insights into consumer perceptions of celebrity endorsements.
• Method:
⚬ In-depth interviews/focus groups
⚬ Diverse, purposive sample
• Topics:
⚬ Emotional responses to brand-celebrity partnerships
⚬ Personal experiences with endorsed brands
Qualitative Analysis of ⚬ Perceptions of authenticity and credibility
• Data Collection:
Celebrity-Brand ⚬ Comfortable environment
⚬ Audio/Video recording with consent
Congruence • Data Analysis:
⚬ Thematic or content analysis
⚬ Identify recurring themes, patterns, and insights
⚬ Uncover motivations driving consumer behaviour.
• Outcomes:
⚬ Integrate qualitative findings with quantitative data
⚬ Triangulation for a comprehensive understanding
 • Sampling Methods:
⚬ Surveys with image selection
⚬ Online experiments with varying endorsements
⚬ Social media listening for online conversations
⚬ Focus groups for in-depth discussions

Studying Celebrity • Sampling Size:

⚬ Minimum of 384 participants for 95% confidence level (5% margin of error)
Endorsements
• Data Analysis:
⚬ Software: SPSS or R

• Techniques:
⚬ Regression analysis (celebrity-brand fit, aspiration, sales)
⚬ Moderation analysis (demographics, product category)
Conclusion
THANK YOU