... accordingly. This study shows that in appropriate situations, gay presenters can improve the image of a brand among heterosexual as well as gay consumers. Originality/value Expanding the match-up hypothesis theory, this work shows that a match can include not just an individual endorser but also...

...Komal Nagar Purpose Moving beyond the concept of congruence between celebrity image and brand image, this study explores a new domain in which to investigate the match-up hypothesis. Specifically, this study aims to understand the extent to which consumers engage in more indulgent behavior when...