The Congruence Effect between the Endorser and the Product on the Advertising Persuasion
Aïcha Meksi Gaied, Kaouther Saied Ben Rached

Abstract
This research aims to study the effect of the congruence concept between endorser and product in advertising persuasion and its influence on the formation process of attitudes (attitude toward advertising, attitude toward the product and the intention to purchase). This congruence concept has been tested on three levels (high congruence, moderate and low congruence) for three types of endorsers (celebrity, expert and ordinary consumer) associated with three types of products (perfume, computer and biscuit). Experimentation was carried out near 340 individuals chosen by quota. The empirical results showed that more the endorser is congruent with the endorsed product; he generates more favorable attitudes and purchasing intentions. Thus, a celebrity endorser does not always generate favorable attitudes than non-famous endorsers.

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