Autori
Gabrielli, Veronica
Baghi, Ilaria

Titolo
How to choose the endorser: An experimental analysis on the effects of fit and notoriety
Periodico
Mercati e competitività
Anno: 2019 - Fascicolo: 4 - Pagina iniziale: 57 - Pagina finale: 89

The present study is focused on the endorser topic following two different paths: firstly, proposing an extension of the theoretical match-up model, enlarge it through two other potential types of consistency: the typicality fit and the imagery fit. Secondly, the present study aims verifies the applicability of the same framework to the emerging situation with a brand linked to a not well-known endorser (internal as the founder or external as a web influencer). An experimental 3*2 (fit typology*high/low notoriety) between subject analysis was conducted in the food service domain. It showed some interesting considerations. From a theoretical point of view, the first relevant finding is that endorsement might be assimilated to a co-branding strategy, confirming the match-up model as an effective theoretical framework in this domain as well, with significant differences



SICI: 1826-7386(2019)4<57:HTCTEA>2.0.ZU;2-K
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=65444&Tipo=Articolo PDF

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