Effects of celebrity-organization congruence on audience attitudes, preferences, and credibility ratings for goodwill ambassadors

This study examined the effects of congruence between an organization and its goodwill ambassador in terms of audience attitudes and preferences regarding the organization and the ambassador's own perceived credibility. The analysis showed that audience attitudes and preferences toward the organization and goodwill ambassador's credibility ratings were, generally, more positive with higher levels of celebrity-organization congruence. Comparison of the ambassador's perceived credibility before and after exposure to the campaign showed a significant decline for low congruence, and either no statistical difference or a negative effect for high congruence. The results suggest a need for both the organization and the potential ambassador to take into account the level of congruence, the former when considering the effect with the public from using a celebrity as an ambassador, and the latter when considering his or her personal image management. Theoretical and managerial implications as well as directions for future research are discussed.