The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Matching products with endorsers: attractiveness versus expertise
Abstract
The importance of fit between the endorser and the endorsed product has been described as the “match‐up hypothesis”. Much “match‐up hypothesis” research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do positively affect attitude toward the endorsed brand, expertise is a more important dimension for driving the fit between an endorser and a brand. Study One examines physical attractiveness as a match‐up factor. Results indicate a general “attractiveness effect”, but not a match‐up effect based on attractiveness. Study Two considers expertise as the match‐up dimension. A match‐up effect was found based on expertise.
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Cites
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
Cited by
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
Janssen, L., Schouten, A. P., & Croes, E. A. J. (2022) · International Journal of Advertising · doi:10.1080/02650487.2021.1994205 · Cited by 350
Ilicic, J., & Webster, C. M. (2011) · Australasian Marketing Journal · doi:10.1016/j.ausmj.2011.07.005 · Cited by 163
Star power: the evolution of celebrity endorsement research
Yang, W. (2018) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-09-2016-0543 · Cited by 123
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
- Till, B. D., & Busler, M.
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 1998-12-01
- Volume
- 15
- Issue
- 6
- Pages
- 576-586
- ISSN
- 0736-3761 (ISSN-L)
- OpenAlex
- W2002067858
- Cited by
- 446
- References
- 1
- FWCI
- 10.05
- Type
- journal article
- Language
- en
- Open access
- closed
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- Till, B. D., & Busler, M. (1998). Matching products with endorsers: attractiveness versus expertise. Journal of Consumer Marketing. https://doi.org/10.1108/07363769810241445
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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).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
