... load increases (Lee and Faber, 2007). Additionally, Kamins (1990) defined the match-up hypothesis in terms of the congruency between endorsers and products. The match-up hypothesis was developed on the basis of the concept of schema theory, which states that higher advertising effectiveness...

... to the endorsement process (James, 1996). The match-up hypothesis “generally suggests that the message conveyed by the image of the celebrity and the image of the product should converge in effective advertisements and implies a need for congruency between product image and celebrity image on an attractiveness...

... advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement. celebrity endorsement sports product match-up hypothesis product involvement © 2014...