Match up hypothesis celebrity endorsement network

Congruence between spokesperson and product type: A ...

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Jung-Gyo Lee and Jaejin Park, The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement, International Journal of Sports Marketing and Sponsorship, 16, 1, (50), (2014).

Congruence between spokesperson and product type: A ...

(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 ...

It Is a Match: The Impact of Congruence between Celebrity ...

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It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness Article in Psychology and Marketing 29(9):639-650 · …

It Is a Match: The Impact of Congruence between Celebrity ...

Reconsidering the Role of Fit in Celebrity Endorsement ...

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dissonance. This study seeks to go beyond the existing endorsement and sponsorship literature developed based on matching principles such as source models, match-up hypothesis, the congruity theory, and associative network models. The authors recommend that managers search

Reconsidering the Role of Fit in Celebrity Endorsement ...

Effect Of Celebrity Endorsements On Brands Marketing Essay

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According to Kahle and Komer 1985; Kamins 1990 and Till and Bustler 2000, “match-up hypothesis” maintains that an endorsement is more effective when the image or characteristics of the celebrity are well matched with the endorsed product.Friedman and Friedman (1979) concluded that the better the celebrity/product fit, as perceived by ...

Effect Of Celebrity Endorsements On Brands Marketing Essay

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

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

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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 ...

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 by …

The Match-Up Hypothesis: Physical Attractiveness ...

The (not-so) "powerless elite" celebrity endorsements of ...

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The (not-so) "powerless elite" celebrity endorsements of political candidates. Kelli E Lammie, University of Pennsylvania. Abstract. Although celebrity endorsements of politicians have become regular staples of campaigns, little is known empirically about their effectiveness.

The (not-so)

CELEBRITY ENDORSEMENTS AND BRAND PERSONALITY

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The congruence studies have delved into the similarities or correspondence between the product or brand and the celebrity and are popularly knovvn as the "match-up" hypothesis. The celebrity-product congruence hypothesis argues that for an advertisement featuring a celebrity to be effective on the consumers, there should be congruence or 'match ...

CELEBRITY ENDORSEMENTS AND BRAND PERSONALITY

THE PINOCCHIO FACTOR IN CONSUMER ATTITUDES TOWARDS ...

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of celebrity endorsement. The product match-up hypothesis (Forkan, 1980; Kamins, 1989) argues that the celebrity image and the brand/product image should be congruent for effective advertising. One model that is considered to take it a step further is the Meaning Transfer Model (McCracken, 1989).

THE PINOCCHIO FACTOR IN CONSUMER ATTITUDES TOWARDS ...

Report on Celebrity Endorsement - SlideShare

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11/14/2013 · (B) The Match-up Hypothesis: Several Research studies have examined the congruency betweencelebrity endorsers and brands to explain the effectiveness of using famouspersons to promote the brands (Till and Buster, 1998), (Till and Shimp, 1998)Results show that a number of celebrity endorsements proved verysuccessful, whereas other completely ...

Report on Celebrity Endorsement - SlideShare

Impact of Celebrity Endorsements on Brand Image - SSRN

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Impact of Celebrity Endorsements on Brand Image ... Celebrity Endorsement, Celebrity Credibility, Controversy Risk, Brand Personality, Brand Image. ... The principles of credibility of source and attractiveness, the match-up hypothesis, the consumer decision-making model and the communication model are taken into

Impact of Celebrity Endorsements on Brand Image - SSRN

Celebrity co-branding partners as irrelevant brand ...

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Celebrity information and match-up hypothesis. In the celebrity endorsement literature a match-up occurs when “highly relevant characteristics of the spokesperson are consistent with highly relevant attributes of the brand” (Misra & Beatty, 1990: 160).

Celebrity co-branding partners as irrelevant brand ...

Matching with the Stars: What Determines Celebrity ...

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Using two-sided matching theory, we conceptualize the celebrity endorsement negotiation process as a two-sided matching market, and develop an empirical model of endorsement partner selection that allows extant theoretical models - source credibility, match-up hypothesis, and meaning transfer theory - to be tested in the context of firms’ and ...

Matching with the Stars: What Determines Celebrity ...

Strategic match of athlete endorsement in global markets ...

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Strategic match of athlete endorsement in global markets: an associative learning perspective Keywords brand management celebrity endorsement athlete brands adoptive network models Executive summary Marketers worldwide consider athlete endorsement to be a highly effective promotional tool. However, not all athletes reap lucrative benefits from ...

Strategic match of athlete endorsement in global markets ...
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