The effects of collaborated character’s image congruence on cosmetic products evaluation: The relative importance of ideal and actual self-image congruence

Brand collaborations, particularly between characters and cosmetics brands, have become popular, adding more esthetic value and story to products. This paper explores the effects of character collaborations on cosmetic products evaluation, focusing on the collaborated character’s image congruence. The current research reveals that consumers who perceive a collaborated character’s image as congruent with their ideal self-image have more positive product evaluation, and further unveils the mediating effect of the self-improvement motive and the moderating effect of the perception of product usage situation. The findings of this research suggest that brand collaboration with character brands would be beneficial as a long-term strategy.