Purpose In marketing communications strategy, the use of celebrity is a common practice for major firms in supporting the brand imagery. Based on the cognitive theories of endorsement efficiency, the congruence between the personality of a brand being endorsed and that of the targeted personality of a celebrity is tested. Design/methodology/approach A total of 120 survey respondents brand-personality perceptions and perceptions of celebrity personality were measured and analysed. The congruence measures were used as indicators from the adjectives of Aaker's Scale to analyse the congruity effect. Findings The results indicated that a successful brand promotion needs congruency between the brand's and the endorser's personality, though it may be moderate. Originality/value The research undertaken on celebrity endorsement in this paper will be useful on both academic and professional platform, as this study derives specific insights to practitioners and it provides a basis for guiding further research beyond the mere celebrity selection decision. It enhances the usefulness of the congruency effect, providing a knowledge base for determining an overall brand positioning strategy. Also, it looks into the perception of Indian consumers on celebrity endorsement, providing theory for scholarly and directives for managers and professionals.
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