PT  - JOURNAL ARTICLE
AU  - Marshall, Roger
AU  - Na, Woonbong
AU  - State, Gabriel
AU  - Deuskar, Sonali
TI  - Endorsement Theory: How Consumers Relate to Celebrity Models
AID  - 10.2501/S0021849908080550
DP  - 2008 Dec 01
TA  - Journal of Advertising Research
PG  - 564--572
VI  - 48
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/48/4/564.short
4100  - http://www.journalofadvertisingresearch.com/content/48/4/564.full
SO  - J Advert Res2008 Dec 01; 48
AB  - The relationship of image congruity and postpurchase dissonance has been reported in the advertising literature. The relationship among dissonance, dissatisfaction, and repeat-purchase behavior is a familiar subject as well. But the juxtaposition of all three constructs has yet to be fully explored. In this research, the incongruity between self-image and the image projected by an advertisement is found to correlate to postpurchase dissonance in the purchasers of lipstick. A follow-up study tracks satisfaction and repeat purchase intentions, and through structural equation modeling, it is established that although satisfaction is not related directly to dissonance, repeat purchase is dependent upon both satisfaction and dissonance.