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Reinvestigating the Endorser by Product Matchup Hypothesis in Advertising

Reinvestigating the Endorser by Product Matchup Hypothesis in Advertising According to the matchup hypothesis, endorsers are more effective when there is a “fit” between the endorser and product (Kamins 1990). In the following article, two experiments, originally featured in one of the most highly cited articles identifying the matchup hypothesis, are replicated (Till and Busler 2000). Overall, the results confirm the original findings; however, some differences are observed and discussed. The author further reveals how perceived endorser “appropriateness” drives the well-established matchup effect, and then closes by discussing the implications of these findings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advertising Taylor & Francis

Reinvestigating the Endorser by Product Matchup Hypothesis in Advertising

Journal of Advertising , Volume 45 (1): 7 – Jan 2, 2016
7 pages

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References (27)

Publisher
Taylor & Francis
Copyright
Copyright © American Academy of Advertising
ISSN
1557-7805
eISSN
0091-3367
DOI
10.1080/00913367.2015.1077360
Publisher site
See Article on Publisher Site

Abstract

According to the matchup hypothesis, endorsers are more effective when there is a “fit” between the endorser and product (Kamins 1990). In the following article, two experiments, originally featured in one of the most highly cited articles identifying the matchup hypothesis, are replicated (Till and Busler 2000). Overall, the results confirm the original findings; however, some differences are observed and discussed. The author further reveals how perceived endorser “appropriateness” drives the well-established matchup effect, and then closes by discussing the implications of these findings.

Journal

Journal of AdvertisingTaylor & Francis

Published: Jan 2, 2016

There are no references for this article.