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Congatulations! You have a match! : How (in)congruence between the type of endorser and type of product, along with innovativeness of the consumer, affects a consumer's purchase intention, the endorser personality evaluation and product personality evaluation.

Levert, K.A.D. (2018) Congatulations! You have a match! : How (in)congruence between the type of endorser and type of product, along with innovativeness of the consumer, affects a consumer's purchase intention, the endorser personality evaluation and product personality evaluation.

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Abstract:Marketers often use celebrity endorsement in to represent a product or brand. Important in making use of endorsement is the congruence between the endorser and product. Companies will therefore have to make strategic choices to either ‘match’ or ‘mismatch’ the endorser and product. The main goal of this study was to test the effect of type of endorser, type of product and (in)congruence between the endorser and product, along with the consumer’s innovativeness, on purchase intention, evaluation of the endorser- and product personality. The results suggest that only for respondents who are low in innovativeness the type of endorser has an effect on purchase intention: a high-end endorser results in a higher purchase intention than a low-end endorser. Also, consumers who are low in innovativeness evaluate the endorser’s personality higher with a high-end product than with a low-end product. The opposite applies for consumers who are high in innovativeness. Furthermore, consumers who are low in innovativeness evaluate the product’s personality higher when a high-end product is involved than when a low-end product is involved.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/75504
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