subject:(Match up hypothesis)

NSYSU

1. Ke, Chun-Hsiang. Influences of Celebrity Endorserï¼Service Type Fit on Service Advertising.

Degree: Master, Business Management, 2012, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0806112-113317

► Endorser is common in advertising for marketing strategies. The firms spend hundreds of million dollars to hire celebrities to endorse their products and brands. Appropriate… (more)

Subjects/Keywords: service advertising; schema congruity; match-up hypothesis; gender stereotype; celebrity endorser

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Ke, C. (2012). Influences of Celebrity Endorserï¼Service Type Fit on Service Advertising. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0806112-113317

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Ke, Chun-Hsiang. “Influences of Celebrity Endorserï¼Service Type Fit on Service Advertising.” 2012. Thesis, NSYSU. Accessed April 16, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0806112-113317.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Ke, Chun-Hsiang. “Influences of Celebrity Endorserï¼Service Type Fit on Service Advertising.” 2012. Web. 16 Apr 2021.

Vancouver:

Ke C. Influences of Celebrity Endorserï¼Service Type Fit on Service Advertising. [Internet] [Thesis]. NSYSU; 2012. [cited 2021 Apr 16]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0806112-113317.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Ke C. Influences of Celebrity Endorserï¼Service Type Fit on Service Advertising. [Thesis]. NSYSU; 2012. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0806112-113317

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Georgia

2. Shin, DongHwan. Movie preference before watching.

Degree: 2014, University of Georgia

URL: http://hdl.handle.net/10724/23516

► Movie stars have dominated Hollywood for as long as movies have been one of the most popular forms of entertainment media for the public. With… (more)

Subjects/Keywords: Priori Preference; the Match-up Hypothesis; Likeability; Experience Goods

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APA (6^th Edition):

Shin, D. (2014). Movie preference before watching. (Thesis). University of Georgia. Retrieved from http://hdl.handle.net/10724/23516

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Shin, DongHwan. “Movie preference before watching.” 2014. Thesis, University of Georgia. Accessed April 16, 2021. http://hdl.handle.net/10724/23516.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Shin, DongHwan. “Movie preference before watching.” 2014. Web. 16 Apr 2021.

Vancouver:

Shin D. Movie preference before watching. [Internet] [Thesis]. University of Georgia; 2014. [cited 2021 Apr 16]. Available from: http://hdl.handle.net/10724/23516.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Shin D. Movie preference before watching. [Thesis]. University of Georgia; 2014. Available from: http://hdl.handle.net/10724/23516

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Georgia

3. Choi, Hojoon. Are nutrient content claims always effective for food ads?.

Degree: 2014, University of Georgia

URL: http://hdl.handle.net/10724/24857

► Recently, there has been growing concerns about health and an interest in nutrition in the U.S. food industry, and some unhealthy foods are emphasizing their… (more)

Subjects/Keywords: food advertising; self and functional congruity; utilitarian and value expressive function; match-up effect; functional matching effect; match-up hypothesis

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APA (6^th Edition):

Choi, H. (2014). Are nutrient content claims always effective for food ads?. (Thesis). University of Georgia. Retrieved from http://hdl.handle.net/10724/24857

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Choi, Hojoon. “Are nutrient content claims always effective for food ads?.” 2014. Thesis, University of Georgia. Accessed April 16, 2021. http://hdl.handle.net/10724/24857.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Choi, Hojoon. “Are nutrient content claims always effective for food ads?.” 2014. Web. 16 Apr 2021.

Vancouver:

Choi H. Are nutrient content claims always effective for food ads?. [Internet] [Thesis]. University of Georgia; 2014. [cited 2021 Apr 16]. Available from: http://hdl.handle.net/10724/24857.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Choi H. Are nutrient content claims always effective for food ads?. [Thesis]. University of Georgia; 2014. Available from: http://hdl.handle.net/10724/24857

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

4. Chen, Chin-Yu. A study of the effectiveness of the male endorsers on feminine products.

Degree: Master, Business Management, 2013, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618113-205840

► Frankly speaking, the appropriate gender of spokesperson for feminine products is female, and vice versa. Recently, however, the use of gender contrasts marketing tactics gradually… (more)

Subjects/Keywords: spokesperson; feminine products; emotional selling; purchase intention; Endorang Advertisement; match-up hypothesis

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APA (6^th Edition):

Chen, C. (2013). A study of the effectiveness of the male endorsers on feminine products. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618113-205840

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Chen, Chin-Yu. “A study of the effectiveness of the male endorsers on feminine products.” 2013. Thesis, NSYSU. Accessed April 16, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618113-205840.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Chen, Chin-Yu. “A study of the effectiveness of the male endorsers on feminine products.” 2013. Web. 16 Apr 2021.

Vancouver:

Chen C. A study of the effectiveness of the male endorsers on feminine products. [Internet] [Thesis]. NSYSU; 2013. [cited 2021 Apr 16]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618113-205840.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chen C. A study of the effectiveness of the male endorsers on feminine products. [Thesis]. NSYSU; 2013. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618113-205840

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Oregon

5. Gurel Atay, Eda, 1980-. Celebrity endorsements and advertising effectiveness: The importance of value congruence.

Degree: 2011, University of Oregon

URL: http://hdl.handle.net/1794/11566

► Millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Accordingly, many researchers… (more)

▼ Millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Accordingly, many researchers have studied the impact of celebrity endorsements on advertising effectiveness. One of the theories used frequently by these researchers is the match-up hypothesis. This theory suggests that there should be a good fit between the celebrity and the product; however, it is not clear what constitutes a good fit. Some researchers suggested that attractive celebrities will be more effective if they are used to promote attractiveness-related products. Other researchers claimed that when there is congruence between the product type and the celebrity profession, advertising effectiveness will be enhanced; however, these existing dimensions of the match-up hypothesis fall short of explaining some popular celebrity endorsement campaigns (e.g., Sharpie Pens and David Beckham). The current research contributes to the study of celebrity endorsements by adding another dimension, values, to the match-up hypothesis. Specifically, the congruence between celebrity values (as perceived by consumers) and values represented by products was considered as an alternative to the attractiveness and expertise dimensions. In a series of six experiments, support for the positive impact of celebrity-product value congruence on advertising effectiveness was found. College students exposed to the high value congruence ad spent less time in examining the ad, suggesting that participants were easily and quickly able to match up the celebrities and products. Moreover, participants who were exposed to the high value congruence ad had significantly more favorable attitudes toward ad and brand, had higher intentions to buy the product, and were more likely to recommend the product to other people than were participants who were exposed to the low value congruence ad. The results also suggested that value congruence with unfamiliar celebrities was more effective than value congruence with familiar celebrities for generating more favorable attitudes toward ad and brand and higher behavioral intentions, due probably to the minimized effect of pre-established thoughts or feelings about unfamiliar celebrities. Together these results suggest that the congruence between celebrity and product values plays an important role in advertising effectiveness.

Subjects/Keywords: Value congruence; Advertising effectiveness; Celebrity endorsement; Match-up hypothesis; Personal values; Marketing; Cognitive psychology; Psychology

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APA (6^th Edition):

Gurel Atay, Eda, 1. (2011). Celebrity endorsements and advertising effectiveness: The importance of value congruence. (Thesis). University of Oregon. Retrieved from http://hdl.handle.net/1794/11566

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Gurel Atay, Eda, 1980-. “Celebrity endorsements and advertising effectiveness: The importance of value congruence.” 2011. Thesis, University of Oregon. Accessed April 16, 2021. http://hdl.handle.net/1794/11566.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Gurel Atay, Eda, 1980-. “Celebrity endorsements and advertising effectiveness: The importance of value congruence.” 2011. Web. 16 Apr 2021.

Vancouver:

Gurel Atay, Eda 1. Celebrity endorsements and advertising effectiveness: The importance of value congruence. [Internet] [Thesis]. University of Oregon; 2011. [cited 2021 Apr 16]. Available from: http://hdl.handle.net/1794/11566.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Gurel Atay, Eda 1. Celebrity endorsements and advertising effectiveness: The importance of value congruence. [Thesis]. University of Oregon; 2011. Available from: http://hdl.handle.net/1794/11566

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

6. Silva, João Bernardo Faia do Jogo Ribeiro da. The Match-up hypothesis under a social class perspective.

Degree: 2018, Brazil

URL: http://hdl.handle.net/10438/24452

►

Purpose – The Match-up hypothesis is a concept which suggests that the stronger the match (i.e. the congruence, adequacy), between both a celebrity and a… (more)

▼

Purpose – The Match-up hypothesis is a concept which suggests that the stronger the match (i.e. the congruence, adequacy), between both a celebrity and a product, the more effective an endorsement will be. In this paper, we pretend to examine the mentioned match-up hypothesis under a social class perspective. Design/Methodology – An experiment, consisting of two surveys, was conducted to evaluate both the perceived adequacy of a celebrity-product match and its impact on consumers’ purchase intentions. Findings – Results revealed that, although the match enhanced consumer’s perceived adequacy, this rise was not translated into greater purchase intentions. Research limitations – The usage of only one product category, as well as differences regarding personal preferences and biases stemming from the non-probabilistic sampling method, were some of the limitations faced during the research. In addition, the lack of information about the topic, since it had never been studied, corresponded to another limitation. Practical implications – By acknowledging that consumers do perceive an adequacy and match between the type of products and the celebrities’ social class, companies, through their marketing and communication departments, are able to create, design and “shape” specific strategies in order to increase both the effectiveness of endorsements and consumers’’ engagement. Social implications – As a result of its marketing nature and company specific focus, the present research does not offer a wide spectrum of social implications. However, one might consider the understanding of an existing cognitive association, as well as a mental construct, between consumers’ minds and the social characteristics of the elements involved in a consumption decision as a major contribution in this field. Originality - Extant literature has only focused on the celebrity’s attractiveness (physical and/or intellectual) and credibility (expertness and trustworthiness), being the present work the first to focus and explore other perspectives and characteristics such as the social class.

Objetivo – A teoria de “Match-up hypothesis” (hipótese de combinação) é um conceito que sugere que quanto mais intensa, forte, for a combinação (i.e., a congruência ou adequação) entre a celebridade e o produto promovido, maior será a eficácia do endosso. Neste trabalho, nós pretendemos examinar o referido conceito e o impacto do mesmo sob uma perspectiva de classe social. Metodologia – Um experimento/estudo, consistindo em dois questionários, foi conduzido com o objetivo de avaliar tanto a adequação percebida entre celebridade e produto, assim como o impacto da última nas intenções de compra dos consumidores. Resultados – Os resultados revelaram que, não obstante ao facto do o referido “match” realçar e aumentar a adequação percebida pelo consumidor, esse aumento não se traduz num crescimento das intenções de compra. Limitações – A utilização de apenas uma categoria de produtos, assim como as diferenças relacionadas com preferências pessoais e enviesamento…

Advisors/Committee Members: Nunes, Jose Mauro Gonçalves, Fernandes, Daniel Von Der Heyde, Escolas::EBAPE, Andrade, Eduardo Bittencourt.

Subjects/Keywords: Match-up hypothesis; Celebrity endorsement; Social class; Advertisement; Classe social; Propaganda; Administração de empresas; Comportamento do consumidor; Confiança do consumidor; Consumidores - Atitudes; Propaganda

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Silva, J. B. F. d. J. R. d. (2018). The Match-up hypothesis under a social class perspective. (Masters Thesis). Brazil. Retrieved from http://hdl.handle.net/10438/24452

Chicago Manual of Style (16^th Edition):

Silva, João Bernardo Faia do Jogo Ribeiro da. “The Match-up hypothesis under a social class perspective.” 2018. Masters Thesis, Brazil. Accessed April 16, 2021. http://hdl.handle.net/10438/24452.

MLA Handbook (7^th Edition):

Silva, João Bernardo Faia do Jogo Ribeiro da. “The Match-up hypothesis under a social class perspective.” 2018. Web. 16 Apr 2021.

Vancouver:

Silva JBFdJRd. The Match-up hypothesis under a social class perspective. [Internet] [Masters thesis]. Brazil; 2018. [cited 2021 Apr 16]. Available from: http://hdl.handle.net/10438/24452.

Council of Science Editors:

Silva JBFdJRd. The Match-up hypothesis under a social class perspective. [Masters Thesis]. Brazil; 2018. Available from: http://hdl.handle.net/10438/24452

7. Jansson, Julia. Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall.

Degree: Business and Economic Studies, 2018, University of Gävle

URL: http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27394

►

Titel: Är influencers vampyrer? En studie om influencer-baserad marknadsföring och brand recall. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Julia Jansson och… (more)

▼

Titel: Är influencers vampyrer? En studie om influencer-baserad marknadsföring och brand recall. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Julia Jansson och Christina Najm Handledare: Jonas Kågström Datum: 2018 - maj Syfte: Syftet med studien är att analysera hur influencer-baserad marknadsföring, vad gäller brand recall, påverkas av tidsaspekten, vampire effect, source credibility och match-up hypotesen. Metod: Data har insamlats med hjälp av två enkäter med 1461 respondenter. Respondenterna fick svara på enkäter gällande två olika influencers och dess samarbete med ett företag. Materialet har sedan analyserats och bearbetats med hjälp av deskriptiv statistik, T-test, korrelationsanalyser, faktoranalyser samt klusteranalys. Resultat & slutsats: Studien visade betydelsen för företag att välja en lämplig influencer för deras marknadsföring. Dessa influencers har möjligheten att nå en stor del av konsumenterna och det är då viktigt att de kan sända ut rätt information om varumärket. I fallet om vampire effect kom studien fram till att detta hot inte nödvändigtvis behöver påverka varumärkets brand recall, utan vid val av en lämplig och rätt influencer kan istället varumärket gynnas av influencer-baserad marknadsföring. Uppsatsens bidrag: Studiens bidrag till marknadsföringens forskningsområde är en ökad kunskap om influencer-baserad marknadsföring, vad gäller brand recall och dess effekter. Studien bidrar också med olika aspekter för företag att ta hänsyn till i valet av lämplig influencer. Förslag till fortsatt forskning: Forskning bör vidare undersöka hur tidsaspekten har en påverkan på brand recall, då tidigare forskning varit begränsad. Vi anser att fler studier ska göras om influencer-baserad marknadsföring och brand recall då detta fält är relativt nytt och outforskat. Nyckelord: Brand recall, the vampire effect, source credibility model, match-up hypotesen, influencers, tidsaspekt.

Title: Are influencers vampires? A study about influencer-based marketing and brand recall. Level: Student thesis, final assignment for Bachelor Degree in Business Administration. Authors: Julia Jansson and Christina Najm Supervisor: Jonas Kågström Date: 2018 – may Aim: The purpose of this study is to investigate how influencer-based marketing, in terms of brand recall, is affected by the time aspect, vampire effect, source credibility and match-up hypothesis. Method: Data were collected from two surveys, with 1461 respondents. The respondents answered surveys about two influencers and their collaboration with…

Subjects/Keywords: Brand recall; the vampire effect; source credibility; match-up hypothesis; influencers; time aspect; Brand recall; the vampire effect; source credibility model; match-up hypotesen; influencers; tidsaspekt; Business Administration; Företagsekonomi

…influencer matchar med varumärket. Kamins (1990) beskriver match-up hypotesen som när den… …påverkas av tidsaspekten, vampire effect, source credibility och match-up hypotesen. 5 J… …vampire effect och match-up hypotesen är alla olika modeller som påverkar eller påverkas av… …lägre source credibility desto sämre brand recall. 2.5 Match-up hypotesen Denna teori… …förklaras av Kamins (1990) som beskriver match-up hypotesen som när den kända profilen…

10 more images…

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Jansson, J. (2018). Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall. (Thesis). University of Gävle. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27394

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Jansson, Julia. “Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall.” 2018. Thesis, University of Gävle. Accessed April 16, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27394.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Jansson, Julia. “Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall.” 2018. Web. 16 Apr 2021.

Vancouver:

Jansson J. Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall. [Internet] [Thesis]. University of Gävle; 2018. [cited 2021 Apr 16]. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27394.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Jansson J. Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall. [Thesis]. University of Gävle; 2018. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27394

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Canterbury

8. Kenix, L.J. Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise.

Degree: School of Social and Political Sciences; University of Canterbury. Media and Communication and Journalism, 2008, University of Canterbury

URL: http://hdl.handle.net/10092/3115

► This study drew from the match-up hypothesis and associated learning theory to examine the effects of athlete attractiveness and athlete expertise on (a) endorser-event fit,… (more)

Subjects/Keywords: endorser effectiveness; match-up hypothesis; women’s sports; Fields of Research::370000 Studies in Human Society::370100 Sociology; Fields of Research::370000 Studies in Human Society::379900 Other Studies In Human Society::379901 Gender specific studies

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Kenix, L. J. (2008). Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise. (Thesis). University of Canterbury. Retrieved from http://hdl.handle.net/10092/3115

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Kenix, L J. “Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise.” 2008. Thesis, University of Canterbury. Accessed April 16, 2021. http://hdl.handle.net/10092/3115.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Kenix, L J. “Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise.” 2008. Web. 16 Apr 2021.

Vancouver:

Kenix LJ. Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise. [Internet] [Thesis]. University of Canterbury; 2008. [cited 2021 Apr 16]. Available from: http://hdl.handle.net/10092/3115.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Kenix LJ. Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise. [Thesis]. University of Canterbury; 2008. Available from: http://hdl.handle.net/10092/3115

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

9. Jeon, Yunheui. The effect of athlete celebrity endorsement on attitude toward brand and purchase intention.

Degree: 2018, Marshall University

URL: https://mds.marshall.edu/etd/1188

► In today’s intense marketing environment, the use of celebrity endorsers in advertising is a popular strategy to promote products over the competitors. Prior research has… (more)

Subjects/Keywords: athlete celebrity; athlete endorsement; celebrity endorser-consumer congruence; celebrity endorser credibility; celebrity endorser-product congruence; the match-up hypothesis; <; p>; Communication in marketing.<; /p>; <; p>; Consumers – Attitudes.<; /p>; <; p>; Marketing.<; /p>;

…importance of celebrity endorsers with the match-up hypothesis endorser credibility (Kamins… …1990; Kahle & Homer, 1985). The concept of match-up hypothesis suggested that a good… …1985). The match-up hypothesis as one of the essential topics has been applied to the… …celebrity endorsement studies, and further discussed under the name of product match-up hypothesis… …purchase intention. As mentioned above, earlier studies on the match-up hypothesis focused on…

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Jeon, Y. (2018). The effect of athlete celebrity endorsement on attitude toward brand and purchase intention. (Thesis). Marshall University. Retrieved from https://mds.marshall.edu/etd/1188

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Jeon, Yunheui. “The effect of athlete celebrity endorsement on attitude toward brand and purchase intention.” 2018. Thesis, Marshall University. Accessed April 16, 2021. https://mds.marshall.edu/etd/1188.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Jeon, Yunheui. “The effect of athlete celebrity endorsement on attitude toward brand and purchase intention.” 2018. Web. 16 Apr 2021.

Vancouver:

Jeon Y. The effect of athlete celebrity endorsement on attitude toward brand and purchase intention. [Internet] [Thesis]. Marshall University; 2018. [cited 2021 Apr 16]. Available from: https://mds.marshall.edu/etd/1188.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Jeon Y. The effect of athlete celebrity endorsement on attitude toward brand and purchase intention. [Thesis]. Marshall University; 2018. Available from: https://mds.marshall.edu/etd/1188

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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Open Access Theses and Dissertations