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Keywords: Advertising messaging
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Journal Articles
The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (3): 869–898.
Published: 28 March 2022
...) between-subjects experiments to demonstrate the effect of matching social judgments and advertising messaging, across celebrity genders (i.e. male and female), forms of marketing communications (i.e. print ads and interactive online ads) and types of brands (i.e. well-established and new/unknown...
