Autori:
Gabrielli, Veronica ![](http://www.bncf.firenze.sbn.it/img/logo-bncf.jpg)
,
Baghi, Ilaria ![](http://www.bncf.firenze.sbn.it/img/logo-bncf.jpg)
Titolo:
How to choose the endorser: An experimental analysis on the effects of fit and notorietyPeriodico:
Mercati e competitività Anno:
2019 - Fascicolo:
4 - Pagina iniziale:
57 - Pagina finale:
89The 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
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SICI: 1826-7386(2019)4<57:HTCTEA>2.0.ZU;2-K
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