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iveness had no effect on advertising effectiveness. Within the broader context of celebrity endorsement, endorser attractiveness is certainly a relevant construct. However, the nature and scope of the attractiveness construct remains uncertain, and therefore appears worthy of additional attention.

 

Celebrity Familiarity and Likeability

In some studies, celebrity familiarity and likeability are treated as if each were analogous to attractiveness (Kahle & Homer 1985). Each celebrity attribute may, in fact, be subsumed within the attractiveness construct. But other studies address familiarity and likeability separately, investigating each construct's effect on effectiveness as if each were distinct from endorser attractiveness (O'Mahoney & Meenaghan 1998).

 

In the celebrity endorsement context, familiarity has been defined as 'knowledge of the source through exposure' (Erdogan 1999, p. 299). Likeability is defined as 'affection for the source as a result of the source's physical appearance and behaviour' (Erdogan 1999, p. 299). On this basis, in this study the two constructs are treated as if each were distinct from attractiveness. This path was followed in an attempt to determine each construct's value as a possible predictor of celebrity endorsement effectiveness.

 

Celebrity/product fit

The celebrity/product fit, also called the 'match-up hypothesis', refers to the harmony of the match between the celebrity endorser and the product being endorsed (Till & Busler 2000). Celebrity/product fit is thought to function as a key determinant of endorsement effectiveness (e.g. Friedman et al. 1978; Friedman & Friedman 1979; Kahle & Homer 1985; Kamins 1989, 1990; Kamins & Gupta 1994; Erdogan & Baker 2000; Till & Busler 2000; Erdogan et al. 2001; Batra & Homer 2004). Celebrity effectiveness does vary across different product types. Friedman and Friedman (1979) concluded that the better the celebrity/product fit, as perceived by consumers, the higher the level of endorsement effectiveness. Till and Busler (2000) found that celebrity/product fit was effective for only certain measures of effectiveness such as brand attitude, but not for other measures such as purchase intention. Regardless of the impact celebrity/product fit has on effectiveness, the absolute weight of the existing literature suggests that the phenomenon should play an important role in celebrity endorser effectiveness (Till & Busler 2000).

 

METHOD

Meta-Analysis Overview

Meta-analysis is a quantitative review of a research domain that illustrates the typical strength or effect of a phenomenon, its variability, its statistical significance, and the nature of the moderator variables from which one can predict the comparative strength of the effect or phenomenon (Rosenthal 1995). Many advantages result from employing meta-analysis as a r本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。