Explaining celebrity match-up: Co-activation theory of dominant support

Date of this Version


Document Type

Conference Paper

Publication Details

Published Version.

Ang, L. & Dubelaar, C. (2006). Explaining celebrity match-up: Co-activation theory of dominant support. Paper presented at the Advances in Consumer Research (ACR) 2006 Asia Pacific conference: Borderless consumption, Sydney, Australia.

Access the association's website.

© Copyright the Association for Consumer Research, 2006.


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.