Multiple celebrity endorsers, to advertise a single brand, is becoming increasingly common (Rice et al. 2012). For example, Gillette has enlisted three athletes (Roger Federer, Thierry Henry, and Tiger Woods) to promote its Fusion men's razor. Marketers have long known that fit or match, or congruence between endorser and brand is important in influencing consumer evaluations of the celebrity endorsements (e.g., Kirmani and Shiv 1998). However, the majority of the research on congruence in celebrity endorsement has focused on the evaluation of the brand in the context of a single endorser. While the idea of using multiple endorsers is not entirely new, research on the topic is scant. Moreover, prior multiple celebrity endorsement studies (e.g., Rice et al. 2012) have continued to assume that fit operates on and influences consumer evaluations in the same fashion as it did in the context of 'single celebrity and brand' studies.
展开▼
