Two studies are presented that examine the role of attractiveness and expertise in the “match-up
hypothesis.” Much “match-up hypothesis” research has focused on physical …

The use of celebrity endorsers is a popular executional device, but it is not without risk. The
authors report three studies examining how negative information about a celebrity can affect …

The importance of fit between the endorser and the endorsed product has been described as
the “match‐up hypothesis”. Much “match‐up hypothesis” research has focused on physical …

Co‐branding is an increasingly popular technique marketers use in attempting to transfer
the positive associations of the partner (constituent) brands to a newly formed co‐brand (…

Creativity is an important component of advertising. This research examines the potential
effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. …

Companies have become increasingly active in developing relationships between their
brands and popular causes in such areas as the environment (eg nature conservancy) and …

… Correspondence regarding this article should be sent to: Brian D. Till, Clarence and Helen
Steber Professor and Chair of Marketing, John Cook School of Business, 3674 Lindell Blvd, …

The use of celebrity endorsers in advertising is wide‐spread–as much as 20 percent of all
advertising use some type of celebrity endorser. Marketers invest significant dollars in …

… Correspondence regarding this article should be sent to: Brian D. Till, Cook School of
Business, 3674 Lindell Boulevard, Saint Louis University, St. Louis, MO 63108 (tillbd@slu.edu). …

Using a combination of exploratory and traditional approaches, we replicate and extend
previous research on creativity and memory effects. The first study examines creativity's effect on …