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The matchup effect of spokesperson and product congruency: A schema theory interpretation

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References

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1998Matching products with endorsers: attractiveness versus expertise449 cited
2019When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive400 cited

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2001

Is Beauty Best? Highly versus Normally Attractive Models in Advertising

391 cited

2019Antecedents and outcomes of digital influencer endorsement: An exploratory study383 cited

2006The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions. The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation378 cited

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2016Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions359 cited

2012Celebrities in Advertising: Looking for Congruence or Likability?356 cited

1999An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas324 cited

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2023Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis285 cited

2008The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement279 cited

2021A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing278 cited

2008Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction253 cited

2002A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions248 cited

2019Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework247 cited