Journal ArticleDOI
An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep
TLDR
In this paper, the 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.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 attractiveness-related product, use of a physically attractive celebrity (Tom Selleck) was observed to significantly enhance measures of spokesperson credibility and attitude toward an ad, relative to use of a physically unattractive celebrity (Telly Savalas). Alternatively, the physically attractive celebrity was found to have no effect on various spokesperson-, product-and ad-based dependent measures relative to the physically unattractive celebrity for an attractiveness-unrelated product. Implications of these findings for advertising strategy are discussed, and dir...read more
Citations
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Journal ArticleDOI
Celebrity Endorsement: A Literature Review
TL;DR: In this paper, the authors explore variables which may be considered in any celebrity selection process by drawing together strands from various literature, and explore how to select and retain the "right" celebrity among many competing alternatives, while avoiding potential pitfalls.
Journal ArticleDOI
Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information From Ads
TL;DR: In this article, the authors show that advertising executional cues can influence communication effectiveness, and that communication effectiveness is in part driven by consumer behavior, which is similar to our findings.
Journal ArticleDOI
The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs
Brian D. Till,Michael Busler +1 more
TL;DR: In this paper, the role of attractiveness and expertise in the match-up hypothesis was examined in a 2 × 2 experiment, where the athlete was most effective as an endorser for the energy bar in increasing brand attitude but not purchase intent.
Journal ArticleDOI
Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis
TL;DR: A meta-analysis of pairwise relationships involving attitude toward the ad was conducted by as discussed by the authors, where correlations across studies are analyzed and reported. But the results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes.
Journal ArticleDOI
Building Brand Image Through Event Sponsorship: The Role of Image Transfer
Kevin P. Gwinner,John Eaton +1 more
TL;DR: In this article, the authors report the results of an experiment using undergraduate student subjects, who assessed the degree to which a sporting event's image was transferred to a brand through event sponsorship activity, and they found that when event and brand are matched on either an image or functional basis the transfer process is enhanced.
References
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Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
Book
The Measurement of Meaning
TL;DR: In this article, the authors deal with the nature and theory of meaning and present a new, objective method for its measurement which they call the semantic differential, which can be adapted to a wide variety of problems in such areas as clinical psychology, social psychology, linguistics, mass communications, esthetics, and political science.
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From Acts To Dispositions The Attribution Process In Person Perception1
Edward E. Jones,Keith E. Davis +1 more
TL;DR: In this article, the authors describe the naive explanation of human actions, theory of correspondent inferences, personal involvement and correspondence, and the recent research concerning phenomenal causality and the attribution of intentions.
What is beautiful is what is good
TL;DR: The present results indicate a "what is beautiful is good" stereotype along the physical attractiveness dimension with no Sex of Judge X Sex of Stimulus interaction, which has implications on self-concept development and the course of social interaction.
Related Papers (5)
Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective
Lynn R. Kahle,Pamela M. Homer +1 more