Celebrity Endorsers: Do You Get What You Pay For?

Abstract

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Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels

“…Brand extensions, which deviate from their identity, are looked upon skeptically by consumers (Smith and Adrews, 1995). Also, this fit may be designated as similarity, congruity, fittingness, match-up, and consistency in the context of other brand alliances and brand extensions (Tauber, 1981;Kamins 1990;Solomon et al, 1992;Walker et al, 1992;Lynch and Schuler, 1994;Simonin and Ruth, 1998;Till and Busler, 2000). However, concepts such as similarity and fit cannot adequately explain a consumer's cognitive evaluation of comarketing alliances that involve two different industries.…”

Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship

“…In 1990, Misra and Beatty defined congruence as occurring when the relevant characteristics of the endorser are consistent with the relevant attributes of the brand. Consistency is also the term used by Walker, Langmeyer, and Langmeyer (1992). Kamins and Gupta (1994) use congruence, fit and match interchangeably, although they do not define any of them.…”

Does brand social power mean market might? Exploring the influence of brand social power on brand evaluations

“…Mowen, Wiener, and Joag (1987) found that as perceived expertise of a source increases, its level of persuasion also increases. Similarly, Walker, Langmeyer, and Langmeyer (1992) found perceived expertiseamong a host of other source characteristics-to be the only factor to significantly influence the purchase intentions of consumers. The influence of expertise on behavior has also been documented (Busch & Wilson, 1976;Crisci & Kassinove, 1973;Liu & Leach, 2001;Taylor & Woodside, 1982;Woodside & Davenport, 1974;Woodside & Pitts, 1975).…”