Explaining celebrity match-up: Co-activation theory of dominant support
Date of this Version
The match-up hypothesis has been used as a general guide for selecting celebrity endorsement. However, beyond the general principle of congruence, this theory does not specify how and why match-up works. Previous theoretical frameworks have also been critiqued, and a new theory is offered to fill this theoretical gap in the literature. It revolves around the idea of finding dominant associations that support the celebrity and brand juxtaposition, and minimizing any contradictory ones.
This document has been peer reviewed.