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Bekk, Magdalena; Spörrle, Matthias; Felser, Georg (July 2009): Match them, if you can! The similarity between brand personality and endorser personality as determinant of perceived fit and purchase intentions. 11th European Congress of Psychology, 07. - 10. July 2009, Oslo, Norway.


Objectives. The match-up hypothesis states that endorsements will be more effective in advertisements when there is congruence between endorser (i.e., a celebrity) and endorsed product (e.g., Till & Busler, 2000). Unlike most previous research, which has mainly dealt with attractiveness and expertise, this study examines the match-up hypothesis based on personality. Methods. The three cross-culturally stable (sincerity, excitement, sophistication; Aaker, Benet-Martinez, & Garolera, 2001) dimensions of Aaker’s (1997) Brand Personality Scale were tested in a 3 (brand) X 2 (endorser) between-subjects design, in which participants (N = 360) assessed one brand and one endorser on the same personality dimensions. Results. In manifest regression analyses high similarity between brand and endorser personality predicted high perceived fit between brand and endorser. High perceived fit increased purchase intentions; similarity had no direct effect on purchase intentions. A structural equation model was in line with these results. Conclusion. Practical implications for marketing campaigns are derived.