The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements - Bauer, Brittney C.; Carlson, Brad D.; Johnson, Clark D. (European journal of marketing, 2022)
Keywords: Advertising; Aniston, Jennifer; Between-subjects design; Celebrities; Consumers; Endorsements; Hypotheses; Marketing; Perceptions; User generated content; Stereotype content model; Advertising messaging; Celebrity endorsement; Social judgments