Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes

Abstract This paper investigates the effects of source congruence on brand attitudes in two situations: multiple brand endorsements by one celebrity and multiple celebrity endorsers of one brand. Under low involvement conditions, brand attitudes become more negative as a celebrity endorses multiple brands and more favorable with multiple endorsers. In high involvement conditions, strong source congruence overrides the negative effect of multiple brands, and the positive effect of multiple endorsers is found only with strong congruence. We interpret these results as suggestive of a frequency knowledge cue that dominates under low involvement but is non‐diagnostic in high involvement scenarios.