publication . Conference object . Other literature type . 2009

Match them, if you can! The similarity between brand personality and endorser personality as determinant of perceived fit and purchase intentions

Bekk, Magdalena; Spörrle, Matthias; Felser, Georg;
Open Access English
  • Published: 01 Jul 2009
  • Country: Germany
Abstract
Objectives. The match-up hypothesis states that endorsements will be more effective in advertisements when there is congruence between endorser (i.e., a celebrity) and endorsed product (e.g., Till & Busler, 2000). Unlike most previous research, which has mainly dealt with attractiveness and expertise, this study examines the match-up hypothesis based on personality. Methods. The three cross-culturally stable (sincerity, excitement, sophistication; Aaker, Benet-Martinez, & Garolera, 2001) dimensions of Aaker’s (1997) Brand Personality Scale were tested in a 3 (brand) X 2 (endorser) between-subjects design, in which participants (N = 360) assessed one bran...
Subjects
free text keywords: Tagungsbeiträge, ddc:150, match-up hypothesis, endorser, brand personality, personality, match, fit, purchase intention, Match-up-Hypothese, Testimonial, Markenpersönlichkeit, Persönlichkeit, Passung, Ähnlichkeit, Kaufwahrscheinlichkeit, Image, 150
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Open Access LMU
Conference object . 2009
http://dx.doi.org/10.5282/ubm/...
Other literature type . 2009
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publication . Conference object . Other literature type . 2009

Match them, if you can! The similarity between brand personality and endorser personality as determinant of perceived fit and purchase intentions

Bekk, Magdalena; Spörrle, Matthias; Felser, Georg;