Understanding the impact of congruence factors on negative consumer-brand relationships in live streaming commerce : the role of celebrity characteristics, endorsements, and live content

Abstract

In live streaming commerce, practitioners and brand parties often prioritise celebrity endorsements, assuming that reputation alone maximizes performance. However, ignoring congruence factors with consumer perceptions can backfire. When consumers perceive a mismatch between celebrity endorsement factors and their expectations, they may view celebrities as profit-driven, leading to negative consumer-brand relationships. This study, grounded in congruity theory, match-up hypothesis, expectancy disconfirmation theory, and the triangle theory of hate, examines how congruence factors (i.e., celebrity characteristics, endorsements, and live content) affect negative consumer-brand attitudes (i.e., brand betrayal and hate), which in turn influence consumer-brand relationships (i.e., negative engagement and disengagement) in live streaming commerce. Using a quantitative and cross-sectional approach, data was collected from 827 Chinese consumers through an online survey. The integrated analysis method, combining Partial least squares structural equation modelling (PLS-SEM) and Artificial neural network (ANN), revealed several findings. Theoretically, the findings contribute to brand marketing and live streaming commerce literature, expanding the applicability of adopted theories. Methodologically, high-order constructs (e.g., brand hate, negative engagement, disengagement) deepen the understanding of consumer-brand relationships, while the integrated analytical approach (i.e., PLS-SEM and ANN) ensures rigour in revealing causation between congruence factors and these relationships. Practically, the findings guide celebrities, practitioners and brand parties to align endorsement with consumer expectations, avoid negative brand attitudes, and build sustainable consumer-brand relationships.