Purpose

The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.

Design/methodology/approach

Building on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.

Findings

The match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.

Research limitations/implications

The study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.

Practical implications

The research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.

Originality/value

Previous research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.

中文翻译：

---

在两种高度参与消费者的情况下，名人和产品搭配的相对有效性

目的

这项研究试图评估在两种截然不同的高度参与情况下，名人与产品形象匹配相对于非名人吸引力代言人的相对有效性。此外，由于目标消费者的预期人口差异，该研究旨在评估受访者的年龄和性别对图像匹配效果的影响。

设计/方法/方法

在三级层次模型的基础上，针对两个高度参与的层次，即标准学习和不和谐/归因，进行了两个实验（利用名人和非名人代言人）。通过虚拟印刷广告，实验从消费者对广告和品牌的态度以及购买意图方面评估了配对的有效性。

发现

在标准学习等级的情况下，对决始终如一且明显胜过非名人吸引代言人。由于缺乏明显的结果，对于不和谐/归因等级体系还没有建立相同的结论。研究结果还表明，只有在采用标准学习等级的情况下，这种搭配才能抑制消费者的性别和年龄对消费者态度的影响。

研究局限/意义

这项研究通过挑战关于在高度参与下名人和产品匹配的适用性的广泛假设而提供了有趣的理论含义。

实际影响

该研究使从业人员对重要问题有更好的理解，主要是，是否使用名人代言人和选择合适的名人，尤其是在期望获得较高参与度的情况下。

创意/价值

先前有关名人代言的研究在很大程度上将消费者的参与视为统一的，即高或低。然而，在消费者心理学领域中，消费者参与的多面性已被很好地确立。因此，本研究是一项开创性的尝试，因为它研究了在两种截然不同的高度参与的情况下对局的有效性。此外，与以往大多数研究关注“名人匹配”与“名人不匹配”的表现不同，与非名人有吸引力的代言人相比，对匹配的影响进行了研究。