The impact of ideal self-congruity with celebrity endorsers on advertising effectiveness : the moderating role of message frame

dc.contributor.advisorPounders, Kathrynnen
dc.contributor.committeeMemberWilcox, Garyen
dc.creatorLee, Ju Young, M.A.en
dc.date.accessioned2015-10-13T17:53:40Zen
dc.date.available2015-10-13T17:53:40Zen
dc.date.issued2015-08en
dc.date.submittedAugust 2015en
dc.date.updated2015-10-13T17:53:40Zen
dc.descriptiontexten
dc.description.abstractCelebrity endorsements have been studied regarding factors for effectively persuading consumer behavior. To broaden this research stem, the current study aims to examine the interactive effect of ideal self-congruity (low versus high) and regulatory focus message frame (gain versus loss) on celebrity endorsement effectiveness. The findings from an experiment show that consumers with a high level of ideal self-congruity with a celebrity endorser generate a more favorable attitude toward the advertisement, attitude toward the brand, and greater purchase intention compared to consumers with low ideal self-congruity. In addition, this work examines the interplay between ideal self-congruity and regulatory focus. Interestingly, the results reveal the interaction between ideal self-congruity and regulatory focus message does not significantly influence attitude toward the advertising, attitude toward the brand, or purchase intention.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifierdoi:10.15781/T2SS38en
dc.identifier.urihttp://hdl.handle.net/2152/31710en
dc.subjectCelebrity endorsementsen
dc.subjectSelf-congruityen
dc.subjectIdeal-self concepten
dc.subjectRegulatory focusen
dc.subjectMessage frame valenceen
dc.titleThe impact of ideal self-congruity with celebrity endorsers on advertising effectiveness : the moderating role of message frameen
dc.typeThesisen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorThe University of Texas at Austinen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Artsen

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