Consumer Responses to Multiple Celebrity Endorsement Advertising: A Self-Schema Matching Approach

Abstract

This study examines consumer responses to multiple celebrity endorsement advertisements from a self-schema matching approach. The results suggest that attitude toward the global endorser has a stronger influence on attitude toward the advertisement for consumers whose global identity is more accessible, whereas attitude toward the local endorser is more influential for the ones with stronger local identities. Additionally, it is demonstrated that purchase intention is only significantly influenced by attitude toward the local endorser among consumers with stronger local identities.