search query: @author Gupta, K. / total: 4
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| Author: | Kamins, M. Gupta, K. |
| Title: | Congruence between spokesperson and product type: a matchup hypothesis perspective |
| Journal: | Psychology & Marketing
1994 : NOV/DEC, VOL. 11:6, p. 569-586 |
| Index terms: | PSYCHOLOGY PRODUCTS MATCHING PROBLEM |
| Language: | eng |
| Abstract: | This study tested the matchup hypothesis regarding choice of celebrity spokesperson by examining the fit or congruence between image type and the product advertised from an Identification and Internalization viewpoint. Spokesperson type was varied, along with congruence between spokesperson image and product in a 2x2 factorial design. Results showed that increased congruence for the spokesperson combination resulted in the perception of higher believability. |
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