An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep

Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise

“…Fink et al (2004) found that both athlete attractiveness and expertise were related to perceptions of endorser-event fit. This finding mirrors work of other endorsement research which has found that both attractiveness and expertise are important determinants of source credibility and fit (Kamins, 1990;Ohanian, 1991).…”

“…For example, Mittelstaedt et al (2000, p. 62) found that "perceptions of potential 6 endorser effectiveness are a function of the unique relationship between the products and the endorsers, rather than just the nature of the product or the endorser." Similarly, Kamins (1990) found that when an endorser was paired with a product designed to enhance one's attractiveness (i.e., clothing, skin care, make-up), the attractive endorser was much more effective than was the less attractive endorser. However, when the product was unrelated to attractiveness (e.g., computer), both endorsers were equally effective.…”

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

“…Favourable brand responses are likely when consumers perceive a celebrity -brand pairing as relevant (Keller, 2013), use of celebrity in an advertisement amplify brand awareness, draw the attention of celebrity's fans, augment trial and purchase confidence (Chan et al, 2013), advertisers too strongly believe that celebrity involvement enhance effectiveness of advertising, enhance brand recall, recognition, purchase intentions and follow-through (Spry et al, 2011). Celebrity's physical attractiveness matters for purchase intention especially when the product is used to enhances the physical appearance and physically attractive celebrities are more effective, eventually result in positive consumer preference (Biswas et al, 2006;Erdogan, 1999;Joseph, 1982;Kamins, 1990;Petroshius and Crocker, 1989;Petty et al, 1983;Tantiseneepong et al, 2012;Till and Busler, 2000). Further the likeability of celebrity is also crucial including their physical attractiveness, expertise and trustworthiness (Biswas et al, 2006;Kamins, 1990;Tantiseneepong et al, 2012).…”

“…Celebrity's physical attractiveness matters for purchase intention especially when the product is used to enhances the physical appearance and physically attractive celebrities are more effective, eventually result in positive consumer preference (Biswas et al, 2006;Erdogan, 1999;Joseph, 1982;Kamins, 1990;Petroshius and Crocker, 1989;Petty et al, 1983;Tantiseneepong et al, 2012;Till and Busler, 2000). Further the likeability of celebrity is also crucial including their physical attractiveness, expertise and trustworthiness (Biswas et al, 2006;Kamins, 1990;Tantiseneepong et al, 2012).…”

“…Research reveals that a major determinant of celebrity endorsement effects is consumer-perceived credibility of an endorser (Amos et al, 2008;Ohanian, 1990;Spry et al, 2011) and when consumers believe that the source of information is trustworthy, they take the communicated message as highly believable (Hovland and Wiess, 1951). The effectiveness of the source depends on three constructs i.e., expertise, attractiveness and trustworthiness and these constructs are significant for explaining intention to purchase for one chosen celebrity (Biswas et al, 2006;Kamins, 1990;Ohanian, 1991;Speck et al, 1988;Tantiseneepong et al, 2012). Further research suggests that female consumers respond more positively for celebrity endorsements, they have a preference for female celebrity endorsers over males (Klaus and Bailey, 2008).…”