Skip to main content

Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across NBs and PLs

  • Conference paper
  • First Online:
Advances in National Brand and Private Label Marketing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

  • 1159 Accesses


We propose to investigate two specific moderating factors on the effect of celebrity endorsement on product evaluation and consumer purchase intention: the impact of consumer brand familiarity and the congruency between celebrity and product category, across both national brands and private labels. Because familiarity may breed contempt, we propose that the effect of celebrity endorsement will be higher for low familiar versus high familiar brands, and that this effect will be enhanced the higher the level of congruency between the celebrity and the product category. In the present research we study this phenomenon across national brands and private labels, hypothesizing that the impact of celebrity endorsement will be higher for private labels, since consumers exhibit lower levels of certainty about manufacturer origin.

Our hypotheses were tested across two experimental studies. Findings suggest that, for national brands (study 1), the effect of congruency between celebrity and product categories may be mitigated when consumers are highly familiar with the brand. Opposite results were found when celebrities are endorsing PLs (study 2), with findings suggesting a mitigation of product-celebrities congruency effects for low retailer’s brand familiarity.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions


  • Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34(2), 85–98.

    Article  Google Scholar 

  • Creswell, J. (2008). Nothing sells like celebrity. New York Times, 22, 1.

    Google Scholar 

  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314.

    Article  Google Scholar 

  • Forbes. (2016). The global celebrity 100.

  • Freiden, J. B. (1984). Advertising spokesperson effects-an examination of endorser type and gender on 2 audiences. Journal of Advertising Research, 24(5), 33–41.

    Google Scholar 

  • Geyskens, I., Gielens, K., & Gijsbrechts, E. (2010). Proliferating private-label portfolios: How introducing economy and premium private labels influences brand choice. Journal of Marketing Research, 47, 791–807.

    Article  Google Scholar 

  • Gielens, K. (2012). New products: The antidote to private label growth? Journal of Marketing Research, 49(3), 408–423.

    Article  Google Scholar 

  • González-Benito, O., & Martos-Partal, M. (2012). Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of Retailing, 88(2), 236–249.

    Article  Google Scholar 

  • Halonen-Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Meanings transfer in celebrity endorsement. Journal of Product and Brand Management, 19(6), 452–460.

    Article  Google Scholar 

  • Hoch, S. J., & Banerji, S. (1993). When do private labels succeed. Sloan Management Review, 34, 57.

    Google Scholar 

  • Hui, S. K., Huang, Y., Hui, S. K., Suher, J. A., & Inman, J. (2013). Deconstructing the first moment of truth: Understanding unplanned consideration and purchase conversion using in-store video tracking. Journal of Marketing Research, 50(4), 445–462.

    Article  Google Scholar 

  • Nam, M., Wang, J., & Lee, A. Y. (2012). The difference between differences: How expertise affects diagnosticity of attribute alignability. Journal of Consumer Research, 39(4), 736–750.

    Article  Google Scholar 

  • Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of Product and Brand Management, 9(1), 56–70.

    Article  Google Scholar 

  • Sethuraman, R., & Gielens, K. (2014). Determinants of store brand share. Journal of Retailing, 90(2), 141–153.

    Article  Google Scholar 

  • Shimp, T. A. (2000). Advertising, promotion, and supplemental aspects of integrated marketing communications (5th ed.). Fort Worth, TX: The Dryden Press.

    Google Scholar 

  • Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41(11/12), 1495–1517.

    Article  Google Scholar 

  • Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526.

    Article  Google Scholar 

  • Thompson, K., & Strutton, D. (2012). Revisiting perceptual fit in co-branding applications. Journal of Product and Brand Management, 21(1), 15–25.

    Article  Google Scholar 

  • Ueltschy, L. C., & Laroche, M. (2011). Co-branding internationally: Everyone wins? Journal of Applied Business Research (JABR), 20(3), 91–102.

    Article  Google Scholar 

  • Underwood, R. L., Klein, N. M., & Burke, R. B. (2001). Packaging communication: Attentional effects of product imagery. The Journal of Product and Brand Management, 10(7), 1–19.

    Article  Google Scholar 

Download references


The authors acknowledge financial support, via the research units CSG-ADVANCE and CUBE, from the Fundação para a Ciência and Tecnologia (FCT Portugal) through the Multi-Year Funding Program for R&D Units (UID/SOC/04521/2013 and UID/GES/00407/2013) and the project PTDC/EGE-GES/103899/2008.

Author information

Authors and Affiliations


Corresponding author

Correspondence to Rita Coelho do Vale .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2017 Springer International Publishing AG

About this paper

Cite this paper

do Vale, R.C., Matos, P.V. (2017). Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across NBs and PLs. In: Martínez-López, F., Gázquez-Abad, J., Ailawadi, K., Yagüe-Guillén, M. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham.

Download citation

Publish with us

Policies and ethics