Involved researcher: Tim Smits
English Summary: In a guest blogpost on SWOCC, Tim Smits discusses a recent article on effective celebrity endorsement. Contrary to common logic and theories, moderate congruency between endorser and brand seem to be more persuasive than perfect congruity. This is true not only for market leaders but also for second tier brands.
De gastblog kan gelezen worden op de website van SWOCC
Vorig jaar publiceerden studenten samen met Tim Smits trouwens al over celebrity endorsement op sociale media. (zie Lirias)