Reinvestigating the Endorser by Product Matchup Hypothesis in Advertising

According to the matchup hypothesis, endorsers are more effective when there is a “fit” between the endorser and product (Kamins 1990 Kamins, Michael A. (1990), “An Investigation Into the ‘Match-Up’ Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep,” Journal of Advertising, 19 (1), 4–13.[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]). In the following article, two experiments, originally featured in one of the most highly cited articles identifying the matchup hypothesis, are replicated (Till and Busler 2000 ———, and Michael Busler (2000), “The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent, and Brand Beliefs,” Journal of Advertising, 29 (3), 1–13.[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]). Overall, the results confirm the original findings; however, some differences are observed and discussed. The author further reveals how perceived endorser “appropriateness” drives the well-established matchup effect, and then closes by discussing the implications of these findings.