The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs

By B. Till, M. Busler. 2000

1,392 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/ac27a10859e68160e75310331a5d385e4a5bd23d

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In Experimental and Cognitive Psychology

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Citations in the corpus

A content analysis study of the use of celebrity endorsers in magazine advertising (2013, background): “…leads to higher levels of both advertiser and celebrity credibility than when the level of congruence is low (Kamins & gupta 1994; till & shimp 1998; till & Busler 2000). a study by de los salmones et al. (2013) examined the effectiveness of a celebrity endorser in advertising for a…”
When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019, background): “As endorsers and brands/products can match up regarding a wide range of attributes, extant research has examined the congruency of expertise (Till and Busler 2000), trustworthiness (Kamins and Gupta 1994), attractiveness (Kahle and Homer 1985), personality (Batra and Homer 2004), and more.”
The Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms (2020, methodology): “Following previous research (e.g., Kamins 1990; Till and Busler 2000), we avoided this problem by choosing sellers who vary in attractiveness yet are of equivalent trustworthiness.”
Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey (2014, background): “Till and Busler (1998, 2000) examined attractiveness versus expertise as a relevant match-up factor and proposed that although attractiveness has quite a level of significance, expertise is more appropriate for matching products with a celebrity endorser.”
How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity (2020, background): “The match between a brand and a celebrity is also vital to the effectiveness of endorsements (Till and Busler, 2000).”
Using descriptive norm appeals effectively to promote green behavior (2018, background): “This result is not consistent with many previous studies conducted in different contexts that highlight the effectiveness of celebrity endorsement (Kahle & Homer, 1985; Kamins, 1990; Lynch & Schuler, 1994; Till & Busler, 2000).”
Celebrity co-branding partners as irrelevant brand information in advertisements (2013, background): “…to as a match-up in the celebrity endorsement literature, results in a positive effect on consumer attitudes towards the products and brands with which they appear and the advertisements in which they feature (Kamins, 1990: Kamins & Gupta, 1994; Till & Busler, 1998, 2000; Till et al., 2008).”
The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement (2008, background): “…brand recall (Misra and Beatty, 1990), attitude toward the advertisement (Kamins, 1990), brand affect (Misra and Beatty, 1990), brand attitude (Kahle and Homer, 1985; Till and Busler, 1998, 2000), purchase intention (Till and Busler, 1998), and audience’s schema change (Lynch and Schuler, 1994).”
The Perceived Fit between Instagram Influencers and the Endorsed Brand (2019, methodology): “…factor in endorsement effectiveness, as has been shown in past work (e.g., Bergkvist and Zhou, 2016; Eisend and Langner, 2010; Kamins, 1990; Till and Busler, 2000), the authors were unable to identify a study that could validate the theoretical or empirical influence of endorser–brand…”
Nonprofit Advertising: Impact of Celebrity Connection, Involvement and Gender on Source Credibility and Intention to Volunteer Time or Donate Money (2009, background): “The first research area identifies suitability factors of different source types for products (Baker and Churchill, 1977; Freiden, 1984; Friedman & Friedman, 1979; Kahle & Homer, 1985; Kamins, 1989, 1990; Lynch & Schuler, 1994; Maddux & Rogers, 1980; Till & Busler, 2000; Till & Shimp, 1998).”
Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers (2021, methodology): “In addition, the perceived fit between the SMI and the brand was measured using three items based on Till and Busler (2000) (e.g., ‘does not go together–goes together’; α = 0.94; M = 5.14; SD = 1.36).”