When communicators use their positive or good image to reduce negative feelings towards a product brand, it implies

When communicators use their positive or good image to reduce negative feelings toward a product brand, it implies the principle of congruity.

This principle holds that a liked, credible source can transfer its favourable evaluation onto an associated object.

The warmth attached to the endorser is carried across, softening the audience's negative attitude to the brand.

The principle of conformity concerns bending to group pressure, not this transfer of a positive image.

The principle of connivance refers to quiet collusion in wrongdoing, which is unrelated to image transfer in persuasion.

The principle of conviction stresses firm inner belief, a different mechanism from borrowing a source's favourable image.