Explaining Celebrity Match-Up: Co-Activation Theory of Dominant Support

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.


Lawrence Ang and Chris Dubelaar (2006) ,"Explaining Celebrity Match-Up: Co-Activation Theory of Dominant Support", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 378-384.


Lawrence Ang, Macquarie Graduate School of Management, Australia
Chris Dubelaar, Monash University, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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