Celebrity advertising match up hypothesis and theory

An Investigation into the “Match-up” Hypothesis in ...

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5/29/2013 · 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 ...

An Investigation into the “Match-up” Hypothesis in ...

Celebrity endorsements and advertising effectiveness: The ...

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Accordingly, many researchers have studied the impact of celebrity endorsements on advertising effectiveness. One of the theories used frequently by these researchers is the match-up hypothesis. This theory suggests that there should be a good fit between the celebrity and the product; however, it is not clear what constitutes a good fit.

Celebrity endorsements and advertising effectiveness: The ...

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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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ASSOCIATION FOR CONSUMER RESEARCH - ACR

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paper will critique a prominent theory, called the match-up hypothesis, often suggested as a guide in selecting celebrities, and then propose a better theoretical framework, called the co-activation theory of dominant support. The paper will end with some preliminary findings based on qualitative research of 10 respondents. MATCH-UP THEORY

ASSOCIATION FOR CONSUMER RESEARCH - ACR

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

An Investigation into the “Match-up” Hypothesis in ...

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An Investigation into the "Match..Up" Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep Michael A. Kamins Michael A. Kamins (Ph.D., New York University) is assistant professor, Depart­ ment of Marketing, School of Business Administration, University of Southern California.

An Investigation into the “Match-up” Hypothesis in ...

(PDF) Reinvestigating the Endorser by Product Matchup ...

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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 ...

(PDF) Reinvestigating the Endorser by Product Matchup ...

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 ...

SOURCE CREDIBILITY MODEL, SOURCE ATTRACTIVENESS MODEL …

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This theory explains the effects of a source’s attractiveness (McGuire, 1985). ... Till and Busler, 1998, 2000), leading to a further model, the match-up-hypothesis. The match-up hypothesis states that a degree of congruency between the source and the receiver of a message positively affects the effectiveness of communication (Forkan, 1980 ...

SOURCE CREDIBILITY MODEL, SOURCE ATTRACTIVENESS MODEL …

The matchup effect of spokesperson and product congruency ...

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Schema theory is used to interpret the results of previous inquiries into the matchup hypothesis, and the results of two experiments that provide additional insight into how schema might be changed by a spokesperson/product match are reported.

The matchup effect of spokesperson and product congruency ...

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

(PDF) The Match-Up Hypothesis: Physical Attractiveness ...

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PDF | 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.

(PDF) The Match-Up Hypothesis: Physical Attractiveness ...

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 ...

CELEBRITY ENDORSEMENTS AND ADVERTISING EFFECTIVENESS: …

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type and the celebrity profession, advertising effectiveness will be enhanced; however, these existing dimensions of the match-up hypothesis fall short of explaining some popular celebrity endorsement campaigns (e.g., Sharpie Pens and David Beckham). The current research contributes to the study of celebrity endorsements by adding

CELEBRITY ENDORSEMENTS AND ADVERTISING EFFECTIVENESS: …

The Match-Up Hypothesis: Physical Attractiveness ...

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The Match-up Hypothesis The genesis of the match-up hypothesis lies in advertising research that examined the differential impact that different types of endorsers, often celebrities, have on the endorsed brand. Early research found that the effectiveness of celebrities varies …

The Match-Up Hypothesis: Physical Attractiveness ...

ASSESSING THE RELATIONSHIP BETWEEN CELEBRITY-PRODUCT ...

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ASSESSING THE RELATIONSHIP BETWEEN CELEBRITY-PRODUCT CONGRUENCE AND ENDORSER CREDIBILITY . BY . ... celebrity-product congruence and endorser credibility are manipulated. Traditional advertising measures of attitude toward the ad, brand, and ... and meaning transfer theory. Also, match-up hypothesis has been discussed as an

ASSESSING THE RELATIONSHIP BETWEEN CELEBRITY-PRODUCT ...

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 ... (Solomon, 2002) Using a celebrity in advertising is therefore likely to

Celebrity Endorsement : A Strategic Promotion Perspective

Marketing with Celebrities | Understanding consumer ...

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“An Investigation into the 'Match-Up' Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep,” by researcher Michael A. Kamins describes that attractiveness of a celebrity may only enhance a product if that celebrity's image matches up with specific kinds of products.

Marketing with Celebrities | Understanding consumer ...

Celebrity endorsements: Influence of a product-endorser ...

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While the “match-up” hypothesis has been previously studied, little attention has been given to measuring the influence of an unfamiliar celebrity. The advertising and celebrity culture continues to change, however the idea of aligning the image of a celebrity with a …

Celebrity endorsements: Influence of a product-endorser ...

Examining the Effect of Endorser Credibility on the ...

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Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey 67 1.1. What is Celebrity Endorsement? The use of endorsements in marketing is not a new phenomenon (van der Waldt et al., 2009). It is important in terms of getting attention and achieving good recall from customers. Endorsements

Examining the Effect of Endorser Credibility on the ...

Endorsement Tool in the Mass Media Author: Alexander Manta ...

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THE CELEBRITY ATHLETE: A Powerful Endorsement Tool in the Mass Media By Alexander L. Manta A Seniors Honors Thesis Submitted to the Department of Communication

Endorsement Tool in the Mass Media Author: Alexander Manta ...

Source Credibility: A Philosophical Analysis

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credibility in relation to advertising and celebrity endorsements ... the match up hypothesis specifically suggest that the effec- ... relationship or match up, between the celebrity, the audience, and the product. In other words, there ought to be a significant .

Source Credibility: A Philosophical Analysis

The American University in Cairo School of Business ...

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3. How vital is the celebrity-product match up? 4. Do the consumer attitudes towards celebrity endorsement ads vary by gender variable? The findings are expected to assist advertising makers enhancing the effectiveness of their advertising efforts, in order to improve advertising persuasion within the Egyptian context.

The American University in Cairo School of Business ...

Consumers' Correspondence Inference on Celebrity Endorsers ...

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Consumers' Correspondence Inference on Celebrity Endorsers: The Role of Correspondence Bias and Suspicion Taewoo Kim tkim7@utk.edu This Dissertation is brought to you for free and open access by the Graduate School at Trace: Tennessee Research and Creative Exchange. It has been

Consumers' Correspondence Inference on Celebrity Endorsers ...

Impact of Celebrity Advertisement on Customers’ Brand ...

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credibility and attractiveness, the match-up hypothesis, the meaning transfer model and the principles of multiple product and celebrity endorsement were used. A brief assessment of the current market situation indicates, that celebrity endorsement advertising strategies can under

Impact of Celebrity Advertisement on Customers’ Brand ...

Kamins M A 1990 An investigation into the match up ...

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Kamins, M. A. (1990). An investigation into the" match-up" hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 4-13. Kanungo, R.N., & Pang, S. (1973). Effects of human models on perceived product quality. Journal of Advertising Psychology, 57 (2), 172-178 Karson, E. J., & Fisher, R. J. (2005). Reexamining and extending the dual mediation hypothesis ...

Kamins M A 1990 An investigation into the match up ...

The effect of celebrity endorsement on consumer behavior ...

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This leads to present the hypothesis below: Hypothesis 2. Celebrity endorser's credibility has a positive impact on ad recall. 2.3. Celebrity endorsement effectiveness. Match-up theory indicates the fit between celebrity endorser and consumer (Patra & Datta, 2012). Also, there should be a …

The effect of celebrity endorsement on consumer behavior ...

Factors Predicting the Effectiveness of Sports Celebrity ...

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Match-up Hypothesis Influence on Endorsement Effectiveness Match-up hypothesis is defined as the consistency between the characteristics of a celebrity endorser and the attributes of the product that they endorse (Misra and Beatty 1990). Celebrity/product fit or match-up hypothesis is thought to function as a key determinant of

Factors Predicting the Effectiveness of Sports Celebrity ...

Endorsing Products For the Money: the Role of the ...

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Advances in Consumer Research Volume 26, 1999 Pages 627-631. ENDORSING PRODUCTS FOR THE MONEY: THE ROLE OF THE CORRESPONDENCE BIAS IN CELEBRITY ADVERTISING. Maria L. Cronley, University of Cincinnati. Frank R. Kardes, University of Cincinnati. Perilou Goddard, Northern Kentucky University. David C. Houghton, Northwest Nazarene College. ABSTRACT -

Endorsing Products For the Money: the Role of the ...

The impact of celebrity endorsements on the buying ...

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buying behavior of Rowan University students age 18-24 Reginald Esangbedo ... The Match-Up Hypothesis 7 . Associative Learning Theory 8 . Co-Activation Theory of Dominant Support 8 ... research on the impact of celebrity endorsements on the sales of digital media players is very useful. However, so far, no research has been done on this topic. ...

The impact of celebrity endorsements on the buying ...

Copyright by Ju Young Lee 2015

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The Thesis Committee for Ju Young Lee ... The Impact of Ideal-Self Congruity with Celebrity Endorsers on Advertising Effectiveness: The Moderating Role of Message Frame APPROVED BY ... (Ohanian, 1991). The two primary theories are the match-up hypothesis (Kamins, 1990) and the meaning transfer model (McCracken, 1989). The match-up

Copyright by Ju Young Lee 2015

David Beckham for H&M – communication and marketing – 1dk15i2

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4/11/2016 · We found an inspiration in brands which use the celebrities endorsment as a marketing strategy. We have chosen H&M and its campaigns with David Beckham. Inspiration We found a research about celebrities endorsment - An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep, as our inspiration for this project.

David Beckham for H&M – communication and marketing – 1dk15i2

A STUDY OF SPORTS CELEBRITY ENDORSEMENT ADVERTISING: A ...

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Match-up Hypothesis Influence on Endorsement Effectiveness Match-up hypothesis is defined as the consistency between the characteristics of a celebrity endorser and the attributes of the product that they endorse (Misra and Beatty 1990). Celebrity/product fit or matchup hypothesis is thought to function as a -

A STUDY OF SPORTS CELEBRITY ENDORSEMENT ADVERTISING: A ...

Effect of Celebrity Endorsement in Advertising Activities ...

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2. The match-up model (the Product Match-up Hypothesis / celebrity-brand congruence model) is based on the hypothesis [Kamins, 1990, pp. 5–6] that the effects of using a celebrity in marketing communications depends on the degree of perceived fit between the brand (product name, symbol, image, benefits and attributes) and image

Effect of Celebrity Endorsement in Advertising Activities ...

The effectiveness of celebrity endorsements: a meta-analysis

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The effectiveness of celebrity endorsements: a meta-analysis Johannes Knoll1 & Jörg Matthes1 Received: 18 February 2016/Accepted: 25 September 2016/Published online: 12 October 2016 ... claimed propositions like the match-up hypothesis or the ... explained with regard to balance theory (Heider 1946, 1958; see also Mowen and Brown 1981). The ...

The effectiveness of celebrity endorsements: a meta-analysis

Impact of Celebrity Endorsement on Consumer Behaviour

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As Audi et al. (2015) mentioned, celebrity endorsement research has revolved around five themes: celebrity meaning transfer (McCracken, 1989), celebrity attractiveness, celebrity credibility, celebrity impact on consumers and brands (Ohanian, 1991) and the Match-up hypothesis (Kamins, 1990). Figure 2: Meaning Movement and the Endorsement Process

Impact of Celebrity Endorsement on Consumer Behaviour

Brand Congruence: Consumer Behavior And Purchase

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or correspondence between the product or brand and the celebrity which is popularly known as the “match-up” hypothesis (Misra and Beatty 1990). Celebrity-product congruence can be defined as the consistency between the personality of a product and the characteristics of the product he/she endorses (Misra and Beatty, 1990).

Brand Congruence: Consumer Behavior And Purchase

Kamins MA 1990 An investigation into the match up ...

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Kamins MA 1990 An investigation into the match up hypothesis in celebrity from MARKETING 09 at Cornell University

Kamins MA 1990 An investigation into the match up ...

Are You Buying These Celebrity Endorsements? Shaquille O ...

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Checkout this sweet Buick commercial by the Leo Burnett Detroit advertising agency! It is a prime example of how to use celebrity endorsements to enhance a product image. Shaq is …

Are You Buying These Celebrity Endorsements? Shaquille O ...

Psych 3325 Final - Questions Flashcards | Quizlet

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Fatima is an opera singer. She is well known and popular among older folks. She has just been chosen as the celebrity endorser for a brand of menthol cough drops. Her selection is based upon _____. A. The match-up hypothesis B. The halo effect C. The sleeper effect D. Expertise principle

Psych 3325 Final - Questions Flashcards | Quizlet

Endorsed Sustainable Products: The Role of Celebrity ...

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The impact of advertising positioning strategies on consumer price sensitivity. Journal of Marketing Research, 35, 210 – 224. Google Scholar, Crossref: Kamins, M. A. (1990). An investigation into the ‘match-up’ hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19, 4 – 13. Google Scholar ...

Endorsed Sustainable Products: The Role of Celebrity ...

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

THE IMPACT OF CELEBRITY ENDORSER ATTACHMENT AND …

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schema congruity theory, that is, the level of endorser-product match-up. This theory claims that congruent ads can lead to more positive ad effects than incongruent ads. Moreover, the current study tested, based on the integration of affect transfer and schema congruity, the interaction

THE IMPACT OF CELEBRITY ENDORSER ATTACHMENT AND …

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 ...

Persuasion Theory Flashcards | Quizlet

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Persuasion Theory. STUDY. PLAY. ... Varies from one context to another/ Match-up hypothesis: one celebrity would be credible if they are selling sports gear but not cars. ... - The belief that others are impacted by advertising, but not me -they are somehow resistant to it. YOU MIGHT ALSO LIKE...

Persuasion Theory Flashcards | Quizlet

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(2010) analyze a sample of 101 celebrity announcements made between 1996 and 2008; they also document statistically insignificant abnormal returns around the announcement dates. Findings on possible determinants of these effects are also mixed. For instance, testing the so-called “match-up” hypothesis, Ding et al.

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