The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements

• Published in: European journal of marketing Vol. 56; no. 3; pp. 869 - 898
• Main Authors: Bauer, Brittney C., Carlson, Brad D., Johnson, Clark D.
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 06.04.2022; Emerald Group Publishing Limited
• Subjects: Advertising; Aniston, Jennifer; Between-subjects design; Celebrities; Consumers; Endorsements; Hypotheses; Marketing; Perceptions; User generated content; Stereotype content model; Advertising messaging; Celebrity endorsement; Social judgments

Purpose Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions between equally attractive and trustworthy endorsers who have equivalent expertise in the product category, yet still...