Match or Mismatch? The Influence of Brand-Celebrity Endorser Personality Congruity on Brand Evaluation: Fashion Brand as the Example
Chih-Huang Lin & Li-Hui Zhang · Asian Journal of Economics, Business and Accounting · 2019
Aims: This study examined the Match-up Hypothesis [1] in celebrity endorsement from attractiveness and expertise to personality aspect and investigate the impact of brand personality and celebrity personality congruity on brand and endorsement evaluation. Study Design: Quantitati...
Open access
Research Article
10.9734/AJEBA/2018/45125