Abstract
Literature on celebrity endorsements indicates that communications effects are improved when there is a fit, or match-up, between the endorser and the brand. This notion should be particularly relevant to new brands. For established brands, on the other hand, it might actually be more beneficial to select a celebrity endorser with a less than perfect match with the brand. Building on schema congruity theory, this article suggests that selecting a brand-incongruent endorser improves communication effects. Results show that brand-incongruent celebrity endorsers generate longer ad viewing times, higher brand attitudes and brand interest, higher purchase intentions, and more positive word-of-mouth communication.