This research developed a holistic model based on the balance theory (Heider, 1946) to integrate source credibility and congruence/match-up studies to explain the effectiveness of celebrity endorsements on consumer evaluations. Findings from this study showed that match-ups between the celebrity and product, and that between celebrity and message would generate more favourable consumer outcomes measured in terms of attitude toward the brand (AB), the advertisement (AAD) and purchase intentions (PI). The observed relationships were moderated by attractiveness and expertise, but not trustworthiness. Implications for the marketing manager in using celebrity endorsers and suggestions for future research are provided in this paper.
