Match up hypothesis celebrity endorsement definition

The Match-Up Hypothesis: Physical Attractiveness ...

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EBSCOhost serves thousands of libraries with premium essays, articles and other content including The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Get access to over 12 million other articles!

The Match-Up Hypothesis: Physical Attractiveness ...

Revisiting the Match-Up Hypothesis: Effects of Brand ...

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Literature on celebrity endorsements indicates that communications effects are improved when there is a fit, or match-up, between the endorser and the brand. This notion should be particularly relevant to new brands. For established brands, on the other hand, it might actually be more beneficial to select a celebrity endorser with a less than perfect match with the brand.

Revisiting the Match-Up Hypothesis: Effects of Brand ...

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An Investigation into the "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep Created Date: 20160808115653Z ...

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THE INFLUENCE OF PRODUCT-ENDORSER MATCH-UP ON

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influence of product-endorser match-up on consumer’s purchase intentions of (non-sport) endorsed products by jessica robin braunstein a dissertation presented to the graduate school of the university of florida in partial fulfillment of the requirements for the degree …

THE INFLUENCE OF PRODUCT-ENDORSER MATCH-UP ON

Match-up Hypothesis - WordPress.com

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This perceived congruence is characterised as the “match-up hypothesis” (Till & Busler, 1998). The match-up is usually based on skill, expertise and knowledge; a good example of this is the use of well-known sports personalities to endorse sports brands.

Match-up Hypothesis - WordPress.com

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The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs Created Date 20160806204721Z

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The Match-Up Hypothesis: Physical Attractiveness ...

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5/31/2013 · Abstract Two studies are presented that examine the role of attractiveness and expertise in the “match-up hypothesis.” Much “match-up hypothesis” research has focused on physical attractiveness. Study One examined physical attractiveness as a match-up factor and its impact on brand attitude, purchase intent and key brand beliefs. In a 2 × 2 experiment, endorser attractiveness and ...

The Match-Up Hypothesis: Physical Attractiveness ...

ASSOCIATION FOR CONSUMER RESEARCH - ACR

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The match-up hypothesis has been used as a general guide for selecting celebrity endorsement. However, beyond the general principle of congruence, this theory does not specify how and why match-up works. Previous theoretical frameworks have also been critiqued, and a new theory is offered to fill this theoretical gap in the literature.

ASSOCIATION FOR CONSUMER RESEARCH - ACR

Congruence between spokesperson and product type: A ...

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This study tested the matchup hypothesis regarding choice of celebrity spokesperson by examining the fit or congruence between image type and the product advertised from an Identification and Internalization viewpoint (Kelman, 1961). ... Gao, The best match-up of airline advertising endorsement and flight safety message, International Journal ...

Congruence between spokesperson and product type: A ...

Matching products with endorsers: attractiveness versus ...

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The importance of fit between the endorser and the endorsed product has been described as the “match‐up hypothesis”. Much “match‐up hypothesis” research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do positively affect attitude toward the endorsed brand, expertise is a more important dimension for driving the ...

Matching products with endorsers: attractiveness versus ...

The extended match-up hypothesis model: The role of self ...

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The current study proposes an extended match-up hypothesis model. Previous literature on the match-up hypothesis model has largely focused on the match between a celebrity endorser and a product ...

The extended match-up hypothesis model: The role of self ...

Source Credibility Model, Source Attractiveness Model And ...

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Source Credibility Model, Source Attractiveness Model And Match-Up-Hypothesis–An Integrated Model ... This exception is in line with more recent research on celebrity endorsement and the match ...

Source Credibility Model, Source Attractiveness Model And ...

Celebrity Endorsement : A Strategic Promotion Perspective

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Celebrity Endorsement : A Strategic Promotion Perspective DR. PUJA KHATRI* The celebrity endorser is a panacea for all ... match up hypothesis ,model of meaning transfer and multi product ... Celebrity endorsement is more likely to be observed for those products

Celebrity Endorsement : A Strategic Promotion Perspective

match up+hypothesis Flashcards and Study Sets | Quizlet

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Choose from 500 different sets of match up+hypothesis flashcards on Quizlet. Log in Sign up. match up+hypothesis Flashcards. ... What is a definition of a celebrity endorser? How widespread is celebrity endorsement used?

match up+hypothesis Flashcards and Study Sets | Quizlet

Celebrity branding - Wikipedia

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Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters.

Celebrity branding - Wikipedia

Celebrity Endorsements: Theoretical Explanations of ...

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12/15/2005 · Research of celebrity endorsement has focused mainly on four different approaches. First, the characteris-tics of an endorser as a source of information, divided in attractiveness (3.1) and credibility (3.2). Additionally, Match-Up between product and endorser characteristics are examined (3.3).

Celebrity Endorsements: Theoretical Explanations of ...
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