But not, this kind of points, the latest presumption is that such as celebrities was in the past adored which new scandalous serves have been an aberration off their reputation one does perhaps not slow down the efficiency
When it comes to congruence, the new “match-upwards theory” suggests that endorsements boost in persuasiveness if you have an effective dating within tool group while the endorser’s possibilities otherwise elegance (Hsu and you will McDonald 2002 ; Kamins 1990 ; Kamins and you can Gupta 1994 ; Misra and Beatty 1990 ; Till and Busler 1998 , 2000 ; Mittelstaedt, Riesz and Burns off 2000 ). This theory creates on the works away from Friedman and you may Friedman ( 1979 ), who debated that one kind of endorsers try so much more convincing in terms of endorsing certain kinds of facts. Such as for example, Jordan, a half a dozen-date NBA tournament term champion, possess basketball solutions that renders him a more effective endorser than simply the individual to own a golf ball-related unit.