The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Congruence between spokesperson and product type: A matchup hypothesis perspective
Abstract
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). Spokesperson type (celebrity versus noncelebrity) was varied, aong with congruence between spokesperson image and product (higher versus lower congruence) in a 2x2 factorial design. Results showed that increased congruence for the spokesperson/product combination resulted in the perception of higher believability and attractiveness of the spokesperson and a more favorable product attitude. The implications of these and other findings for advertising and marketing strategy are discussed. © 1994 John Wiley & Sons, Inc.
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Cites
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Cited by
Schouten, A. P., Janssen, L., & Verspaget, M. (2020) · International Journal of Advertising · doi:10.1080/02650487.2019.1634898 · Cited by 1,422
Faculty of Economics and Management, U. P. M. K. L., Lim, X. J., Mohd Radzol, A. R. B., Faculty of Economics and Management, U. P. M. K. L., Cheah, J.-H. (., Azman Hashim International Business School, U. T. M. K. L., Wong, M. W., & Faculty of Health, A. A. D. (2017) · Asian Journal of Business Research · doi:10.14707/ajbr.170035 · Cited by 679
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
Janssen, L., Schouten, A. P., & Croes, E. A. J. (2022) · International Journal of Advertising · doi:10.1080/02650487.2021.1994205 · Cited by 350
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020) · Journal of Product & Brand Management · doi:10.1108/jpbm-03-2019-2292 · Cited by 298
Metadata
- Authors
- Kamins, M. A., & Gupta, K.
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 1994-11
- Volume
- 11
- Issue
- 6
- Pages
- 569-586
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W2012900610
- Cited by
- 749
- References
- 1
- FWCI
- 4.12
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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