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Keywords: Social judgments
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Journal Articles
The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements
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Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (3): 869–898.
Published: 28 March 2022
... equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main purpose of this research is to understand how a match between social judgments (i.e. warmth vs competence) of a celebrity endorser and specific advertising appeals (i.e. symbolic vs utilitarian) can...
