Hur tänker de nu?
En studie om användandet av inkongruenta kändisar
Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations. One way to succeed with this strategy is the use of an incongruent celebrity. This paper include a wide-ranging research on the subject to give a deeper understanding which effects the use of a incongruent celebrity can have, and also give extensive knowledge of differences between stronger and weaker brands concerning incongruence. The result of the study showed that incongruent marketing in many aspects as for example, brand attitude and word of mouth gave higher values compared to congruent marketing. We could also find that incongruent marketing perceived as more interesting and surprising, and generated more attention. We could, compared to congruent marketing, not find that stronger brands have the same advantage to weaker brands concerning incongruent marketing. Our conclusions are that incongruent marketing can be effective during shorter periods when a company wants to create a surprising effect to get into the consumers memory. However, this can be risky during a longer period because of the threat that the brand personality can be damaged. For a weaker brand, incongruent marketing can be the right strategy to get through in the growing media clatter.