Marketing Letters

, Volume 26, Issue 3, pp 363–376 | Cite as

Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency

  • Subhadip Roy
  • Abhijit Guha
  • Abhijit BiswasEmail author


We examine the joint impact of celebrity-consumer age congruency, generation-cohort affiliation, and celebrity-product congruency on consumers’ evaluations. We propose that celebrity-consumer age congruency positively impacts consumers’ evaluations. Next, integrating key insights relating to the differential impact of celebrity advertising across Generation X versus Generation Y, we propose that the effects of age congruency are stronger in Generation Y consumers. Finally, we propose that the above results are moderated by the extent of celebrity-product congruency. Findings across multiple studies, across about 800 Indian women consumers, provide converging support for our propositions. These results contribute to the research on celebrity-consumer age congruency and differences in consumer behavior of Generation Y versus Generation X. On a practical note, these results help us better understand Indian women consumers, celebrity advertising, and Generation Y consumers, noting here that India has more Generation Y consumers than the USA and China combined.


Age congruency Celebrity endorsements Generation Y Generation X India Women consumers 


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Copyright information

© Springer Science+Business Media New York 2015

Authors and Affiliations

  1. 1.Department of Marketing, Indian Institute of ManagementUdaipurIndia
  2. 2.Department of MarketingUniversity of South CarolinaColumbiaUSA
  3. 3.Department of Marketing and Supply Chain ManagementWayne State UniversityDetroitUSA
  4. 4.Institute of Management TechnologyGhaziabadIndia

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