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.
Till, B.D. and Busler, M. (1998), "Matching products with endorsers: attractiveness versus expertise", Journal of Consumer Marketing, Vol. 15 No. 6, pp. 576-586. https://doi.org/10.1108/07363769810241445Download as .RIS
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