Influência da congruência da celebridade internacional e nacional com o produto endossado sobre o comportamento do consumidor

Abstract

This conclusive causal study explores the effects of celebrity use on advertisements, more precisely national and international, congruent and non-congruent with the product, on the emotional and behavioral responses of Brazilian consumers. The experiment featured respondents from different locations in Brazil who, after viewing an ad with congruent and incongruous celebrities, answered a questionnaire dedicated to measuring their attitudes, purchase intentions and willingness to pay. The results of the study demonstrate that the attitudes toward ad confidence, attractiveness of advertising, purchase intent, and willingness to pay for the advertised product displayed varied statistically significantly with the use of celebrities in advertisements. Thus, the study points to the existence of differences between congruent and incongruent celebrities that must be taken into consideration in the development of advertising campaigns aimed at the Brazilian market.(sic)