Celebrity endorsements for luxury brands: followers vs. non-followers on social media

Sanga Song, Hye Young Kim

Research output: Contribution to journalArticlepeer-review

18 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)802-823
Number of pages22
JournalInternational Journal of Advertising
Issue number6
StatePublished - Aug 17 2020

Bibliographical note

Publisher Copyright:
© 2020 Advertising Association.


  • Ad attitudes
  • brand attitudes
  • celebrity endorsements
  • engagement
  • image congruence
  • social media


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