Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation

While a substantial body of research suggests that congruence between a brand's image and the consumer's self-image strongly impacts their attitude towards the brand, our research sheds new light on Chinese consumers and the self-congruence theory related to brand type (functional and symbolic brands that originate from Western countries) and celebrity endorser type (Western and Chinese). The findings confirm that both the functional brand and the symbolic brand not only appeal to the consumer's actual self, but also appeal to the consumer's ideal self. The current research is the first to show that a Chinese celebrity will lead to a higher perception of actual self-congruity and stronger attitude towards a functional brand compared to Western equivalents among Chinese consumers. It also shows that a Western celebrity will lead to a higher perceived ideal self-congruity among Chinese consumers when endorsing a symbolic brand. From these findings, the authors derive important theoretical and managerial implications.