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P142 When Consumers See Themselves: A Quantitative Systematic Review on The Role of Perceived Similarity in Endorsement Effectiveness
Short Description
This study systematically reviews the existing research that empirically examines perceived similarity in celebrity and spokesperson advertising with the aim to determine its effects on consumer outcomes. Specifically, we examine how similarity has been conceptualized and operationalized, and how it influences brand attitude, trust, and purchase intention. Our research question is does the positive effect of perceived similarity has a vary depending on a) how similarity is measured, b) the specific outcome under study, c) consumer/participant characteristics, and d) method of study (e.g., survey vs experiment)? Additionally, we are interested in what moderators and mediators help explain the relationship between perceived similarity and consumer outcomes.
Type of presentation
Accepted Poster Presentation