The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs
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 product type are manipulated. Results indicated a general “attractiveness...
Paper Details
Title
The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs
Published Date
Oct 1, 2000
Journal
Volume
29
Issue
3
Pages
1 - 13
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