Nowadays, advertisement and information provisioning have become integral parts of the economic units; in line with this, advertisement using famous individuals is considered as one of the most attractive and most widely applied methods for introducing or strengthening the companies’ brands. The present study aims at the elaboration of the relationship between celebrities-consumers’ congruence according to the role of celebrities in 5040 companies’ advertisements. The current study is an applied research in terms of its objectives and it is a quantitative research in terms of the data and it is finally a descriptive-survey research in terms of the data collection method. In this research paper, the study sample volume was selected using convenience method from amongst the customers of the internet-based 5040 store in Tehran and the questionnaire was distributed between the reachable individuals. To determine the study sample volume, Cochran formula was used for an uncertain sample volume and it was set to 384 individuals considering the unlimited number of the customers. In this study, Cronbach’s alpha coefficient was used for determining the reliability of the questionnaire. To test the study hypotheses and analyze the information, structural equation modeling (SEM) was applied. The results indicated that the celebrities-consumers’ congruence is positively associated with four of the related variables, including brand identification, brand attitude, brand commitment and customers’ behavioral intention.
