Effects of Celebrity Characteristics, Perceived Homophily, and Reverence on Consumer-Celebrity Para-Social Interaction and Brand Attitude

Effects of Celebrity Characteristics, Perceived Homophily, and Reverence on Consumer-Celebrity Para-Social Interaction and Brand Attitude

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This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI).Online surveys were utilized to collect data from consumers.The results based on structural equation Headphones modeling showed that the perceived attractiveness and expertise of a celebrity were separately antecedent to the perceived homophily and reverence of consumers for the celebrity.

This in turn allowed consumers to build PSI with the celebrity and led to a Lubricants positive attitude toward the celebrity-endorsed brand.No differences were found between non-fans and fans of the selected celebrity regarding the confirmed path from celebrity characteristics to consumer brand attitude via PSI and its influencing factors.This work highlighted the significance of consumer-celebrity relations for endorsement effectiveness through proving consumer-celebrity PSI and its drivers as indispensable steps in the endorsement process.