Cultural Differences in Celebrity Endorsement: Brand Self Congruity between Foreign Celebrity Endorsed Commercials and Danish Consumers

Nathasia Michelle Matysiak

Student thesis: Master thesis


Marketing and branding are basically about telling a good and convincing story. One of the ways to do that is to use celebrities to endorse your products and thereby putting a familiar face on a product to increase the notability and recall with consumers. The use of celebrity endorsers has the ability to convince the consumers, as they see a face they recognise from the world of film and media, a face that they trust. In Denmark we have been more and more influenced by the USA; by their pop culture, their music and their ways of marketing. However, through all of this we maintain our own culture, a culture that forms our choices and actions. This thesis is about the cultural differences in brand congruity between foreign celebrity endorsed advertisement and Danish consumers. I pose the question: do Danes accept American stars as their brand’s personalities for products and brands they use to express their self-perception? Is there a sense of brand self congruity when the celebrity endorsers does not represent the same cultural values as the recipient? The research in the thesis is based on a hermeneutic, phenomenological, social constructivist viewpoint, as the focus on culture and concept of self are hard concepts to analyse using steadfast models, it makes more sense to use an interpretative approach. Keywords: Branding, celebrity endorsement, cultural meaning transfer, McCraken, brand self congruity, concept of consumer self, Sirgy, Belk, cultural differences, Hofstede.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2016
Number of pages67