This study investigated luxury brand celebrity endorsements on social media by focusing on the relationships among three pairs of image congruence (i.e., brand-celebrity, self-brand, and self-celebrity), three constructs of consumer evaluations (i.e., ad attitudes, brand attitudes, and self-brand connections), and two facets of behavioral intentions (i.e., engagement and purchase). This study also examined whether celebrity endorsements' effectiveness differs between brand followers and non-followers. This results showed that image congruence in the self-brand pair positively influenced all three constructs of consumer evaluations. In addition, self-brand connections were significant in predicting both engagement and purchase intentions. There were differences between followers and non-followers concerning the congruence-consumer evaluation-behavioral intention relationship. This study extends the existing literature on celebrity endorsements and provides luxury brands with valuable insights regarding celebrity endorsements on social media.
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- Ad attitudes
- brand attitudes
- celebrity endorsements
- image congruence
- social media