Revisiting the Match-Up Hypothesis: Effects of Brand-Incongruent Celebrity Endorsements

Literature on celebrity endorsements indicates that communications effects are improved when there is a fit, or match-up, between the endorser and the brand. This notion should be particularly relevant to new brands. For established brands, on the other hand, it might actually be more beneficial to...

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Bibliographic Details
Published in:Journal of current issues and research in advertising 2012-01, Vol.33 (1), p.20-36
Main Author: Törn, Fredrik
Format: Article
Language:English
Subjects:
Brand equity
Celebrities
Communication
Endorsements
Studies
Word of mouth advertising
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Summary:Literature on celebrity endorsements indicates that communications effects are improved when there is a fit, or match-up, between the endorser and the brand. This notion should be particularly relevant to new brands. For established brands, on the other hand, it might actually be more beneficial to select a celebrity endorser with a less than perfect match with the brand. Building on schema congruity theory, this article suggests that selecting a brand-incongruent endorser improves communication effects. Results show that brand-incongruent celebrity endorsers generate longer ad viewing times, higher brand attitudes and brand interest, higher purchase intentions, and more positive word-of-mouth communication.
ISSN:1064-1734
2164-7313
2164-7313
DOI:10.1080/10641734.2012.675557