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An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep
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 directions for future research are outlined.
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“…type (Hearn and Schoenhoff 2016; Jin, Muqaddam, and Ryu 2019; Schouten, Janssen, and Verspaget 2020), SMI–brand fit (Breves et al. 2019; e.g., Kamins 1990), or the effects of SMIs’ advertising on consumers’ attitudes and intentions toward brands and products (e.g., De Jans, Cauberghe, and…”
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Koay, K. Y., Cheah, C. W., & Yap, J. Y. (2024) · Journal of Relationship Marketing · doi:10.1080/15332667.2023.2216373 · Cited by 43
Customer Referral Reward–Brand–Fit: A Schema Congruity Perspective
Stumpf, C., & Baum, M. (2016) · Psychology & Marketing · doi:10.1002/mar.20896 · Cited by 40
Skin color shades in advertising to ethnic audiences: The case of African Americans
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Metadata
- Authors
- Kamins, M. A.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1990-03
- Volume
- 19
- Issue
- 1
- Pages
- 4-13
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2123551388
- Cited by
- 1,304
- References
- 2
- FWCI
- 22.53
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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