There is an extant literature on the role of endorser-product congruency (e.g., Kamins and Gupta 1994; Misra and Beatty 1990; Till and Busler 2000). The congruency or "matchup" hypothesis literature suggests that "endorsers are more effective when there is a fit between the endorser and the endorsed product" (Lynch and Schuler 1994; Till and Busler 2000).
Global internet and endorsement in advertising
Berger believe that the global internet has dramatically magnified the global quest for fame and celebrity (Choi and Berger, 2009; Chossat and Gergaud, 2003; Cohan, 2001; Foster et al., 2003), which in turn has increased the global influence of "celebrities", who in turn are people who are famous for being famous. The impact of the global internet …show more content…
People can relate to endorsers lives and trust their word when buying the product. Mukherjee has researched and then said that not every endorser can endorse every product, the endorser’s and the product attributes must match. The formation in memory about a brand’s image associates with the advertisement and create a belief about product and the brand. These beliefs include everything that consumer can associate with a brand and its personality (Batra, Lehmann, & Singh, 1993).
If the beliefs about a product held by the consumers’ matches with the endorser’s attributes, than the brand image beliefs of consumers will become stronger. Basically brand image is the visible attributes of brand they change or become stronger after the purchase of a product of that brand (Fishbein & Ajzen, 1975; Snyder & DeBono, 1985). Brand image and its beliefs influence ads and it’s induced effects which late on also influences the purchase intentions of consumers, hedonic beliefs which are cheerful ads have more affective responses said by Batra and Ray (1986), Edell and Burke (1987), and Holbrook and Batra (1987), for instance the ads that put a consumer in a good mood. From cognitive engagement the moods or emotions formed in the consumers have affective responses to ads (Maclnnis & Jaworski,
Global internet and endorsement in advertising
Berger believe that the global internet has dramatically magnified the global quest for fame and celebrity (Choi and Berger, 2009; Chossat and Gergaud, 2003; Cohan, 2001; Foster et al., 2003), which in turn has increased the global influence of "celebrities", who in turn are people who are famous for being famous. The impact of the global internet …show more content…
People can relate to endorsers lives and trust their word when buying the product. Mukherjee has researched and then said that not every endorser can endorse every product, the endorser’s and the product attributes must match. The formation in memory about a brand’s image associates with the advertisement and create a belief about product and the brand. These beliefs include everything that consumer can associate with a brand and its personality (Batra, Lehmann, & Singh, 1993).
If the beliefs about a product held by the consumers’ matches with the endorser’s attributes, than the brand image beliefs of consumers will become stronger. Basically brand image is the visible attributes of brand they change or become stronger after the purchase of a product of that brand (Fishbein & Ajzen, 1975; Snyder & DeBono, 1985). Brand image and its beliefs influence ads and it’s induced effects which late on also influences the purchase intentions of consumers, hedonic beliefs which are cheerful ads have more affective responses said by Batra and Ray (1986), Edell and Burke (1987), and Holbrook and Batra (1987), for instance the ads that put a consumer in a good mood. From cognitive engagement the moods or emotions formed in the consumers have affective responses to ads (Maclnnis & Jaworski,