The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
The matchup effect of spokesperson and product congruency: A schema theory interpretation
Abstract
This aricle examines the matchup hypothesis or the notion that the congruence in advertisements between spokesperson characteristics and product attributes is related to observed variations in source credibility, product evaluations, perceived product gender, and other measures of advertising and communication effectiveness. 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. Areas of future research into the matchup hypothesis on schema theory implications are discussed. © 1994 John Wiley & Sons, Inc.
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Cites
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
Source credibility as a function of communicator physical attractiveness
Patzer, G. L. (1983) · Journal of Business Research · doi:10.1016/0148-2963(83)90030-9 · Cited by 348
Cited by
The effectiveness of celebrity endorsements: a meta-analysis
Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise
Cunningham, G. B., Fink, J. S., & Kenix, L. J. (2008) · Sex Roles · doi:10.1007/s11199-007-9340-z · Cited by 51
Metadata
- Authors
- Lynch, J., & Schuler, D.
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 1994-09
- Volume
- 11
- Issue
- 5
- Pages
- 417-445
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W2035860906
- Cited by
- 388
- References
- 2
- FWCI
- 4.12
- Type
- journal article
- Language
- en
- Open access
- closed
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