Original paper
An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep
Abstract
This study represents a supportive test of the attractiveness aspect of the “match-up” hypothesis of celebrity/product congruence discussed in depth by Kahle and Homer (1985). The hypothesis implies that the physical attractiveness of a celebrity endorser may only enhance both product- and ad-based evaluations if the product's characteristics “match-up” with the image conveyed by the celebrity. Empirically, it was found that for an...
Paper Details
Title
An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep
Published Date
Mar 1, 1990
Journal
Volume
19
Issue
1
Pages
4 - 13
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Notes
History