This study used taiwanese athletes as a demonstration to investigate the impact of Endorser-Product Congruence on Endorser Credibility and Brand Attitude. Companies increasingly rely on celebrity endorsements to strengthen their brand image and win over customers in today's fiercely competitive market. Consumer impressions about the brand are greatly predisposed by the consistency between the one endorsed and the product endorsed. The objective is intended to find out how consumers' perceptions of Endorser-Product Congruence are affected by the athlete endorser with a match and non-match product.
The findings, particularly in the context of Taiwanese athletes, will contribute to the existing literature by illuminating the function of endorser-product congruence alongside forming Brand Attitude and Endorser Credibility. The implications of the research will provide significant information for marketers and brand managers looking to properly capitalize on celebrity endorsements effectively and build stronger brand equity. The study's findings will be useful for brand managers as well as advertisers who want to effectively employ athlete endorsements.

Aaker, D. A. (1998). Marcas: brand equity: gerenciando o valor da marca. Gulf Professional Publishing.
Albert, N.,Merunka, D.,& Valette-Florence, P.(2008).When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61, 1062–1075. https://doi.org/10.1016/j.jbusres.2007.09.014
Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97-106. https://doi.org/10.1016/j.smr.2013.04.003
Armutlu, C., & Üner, MM (2009). An empirical study in the relationship between self-congruity, consumer satisfaction and brand loyalty. Gazi University Journal of Economics & Administrative Sciences, 11(3), 1–26.\
Assael, H. (1984). Consumer behavior and market action. Kent Publishing.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57–61.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173. https://doi.org/10.1037/0022-3514.51.6.1173
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 159-170. https://doi.org/10.1007/BF0043603
Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of General Psychology, 5(4), 323-370. https://doi.org/10.1037/1089-2680.5.4.323
Bekk, M., & Spörrle, M. (2010). The influence of perceived personality characteristics on positive attitude towards and suitability of a celebrity as a marketing campaign endorser. The Open Psychology Journal, 3(1), 45–66. https://doi.org/10.2174/1874350101003010054
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642-663. https://doi.org/10.1080/02650487.2015.1137537
Bergkvist, L., Hjalmarson, H., & Magi, A. (2016). A new model of how Celebrity Endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35(2), 171-184. http://dx.doi.org/10.1080/02650487.2015.1024384
Brison, N. T., Byon, K. K., & Baker III, T. A. (2016). To tweet or not to tweet: The effects of social media endorsements on unfamiliar sport brands and athlete endorsers. Innovation, 18(3), 309-326. https://doi.org/10.1080/14479338.2016.1237304
Brown, S., & Ponsonby-McCabe, S. (Eds.). (2014). Brand mascots: And other marketing animals. Routledge.
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292-304. https://doi.org/10.1086/376800
Cao, Z. Z., & Chen, Q. J. (2012). Research on the influence of celebrity endorsement on purchasing willingness based on consumer identity. Consumer Economics, 28(01), 53-57.
Carlson, B. D., & Donavan, D. T. (2008). SEM. Sport Marketing Quarterly, 17, 154-62.
Caufield, K. (2012). Analyzing the effects of brand mascots on social media: Johnson City Power Board case study [Bachelor's thesis, East Tennessee State University]. https://dc.etsu.edu/honors/40/
Chan, K., Ng, Y. L., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167-179.\
Choi, S. M., & Rifon, N. J. (2007). Who is the celebrity in advertising? Understanding dimensions of celebrity images. The Journal of Popular Culture, 40(2), 304-324. https://doi.org/10.1111/j.1540-5931.2007.00380.x
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology &
Chung, Y. & Huang, P. (2016). The impacts of brand story functions on consumers’ attitude toward advertising and brand attitude-including the moderating role of brand awareness. Journal of National Taipei University of Business, 27-30, 47-79.
Churchill, G. A., Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73. https://doi.org/10.1177/002224377901600110
Cohen, R. J. (2014). Brand personification: Introduction and overview. Psychology & Marketing, 31(1), 1-30. https://doi.org/10.1002/mar.20671
CPBL. (n.d.). CPBL Stats. CPBL. Retrieved July 9, 2023, from http://cpblstats.com/english-rosters-cpbl-overview/
Curran, P. G. (2016). Methods for the detection of carelessly invalid responses in survey data. Journal of Experimental Social Psychology, 66, 4-19. https://doi.org/10.1016/j.jesp.2015.07.006
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213. https://doi.org/10.1108/07363760010328987
DeBono, K. G., & Harnish, R. J. (1988). Source expertise, source attractiveness, and the processing of persuasive information: A functional approach. Journal of Personality and Social Psychology, 55(4), 541-546. https://doi.org/10.1037/0022-3514.55.4.541
Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). Personification in advertising. Journal of Advertising, 40(1), 121-130. https://doi.org/10.2753/JOA0091-3367400108
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
Ding, H., Molchanov, A. E., & Stork, P. A. (2011). The value of celebrity endorsements: A stock market perspective. Marketing Letters, 22, 147-163.
Dumitriu, D. L. (2015). The face management challenges of sport celebrity. Management Dynamics in the Knowledge Economy, 3(1), 79-97.
Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149-165. https://doi.org/10.2501/JAR-52-2-149-165
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198. https://doi.org/10.1086/383434
Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of ConsumerPpsychology, 13(3), 339-348. https://doi.org/10.1207/S15327663JCP1303_14
Fang, L., & Jiang, Y. (2015). Persuasiveness of celebrity endorsed advertising and a new model for celebrity endorser selection. Journal of Asian Business Strategy, 5(8), 153-173.
Feder, G. A. (2023). The effect of athlete endorsements on brand equity [Bachelor's thesis, Southeastern University]. https://firescholars.seu.edu/honors/178
Felbert, A. V., & Breuer, C. (2021). Do endorsements by sports celebrities positively influence consumers' purchase intentions? Endorser-product congruence and the amplifying influence of consumers involvement in the sport. International Journal of Sport Management and Marketing, 21(3-4), 190-208. https://doi.org/10.1504/IJSMM.2021.118811
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservablevariables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800313
Fox, S. R. (1984). The mirror makers: A history of American dvertising and its creators. University of Illinois Press.
Goldberg, M. E., & Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of consumer research, 17(2), 172-179. https://doi.org/10.1086/208547
Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273. https://doi.org/10.1016/j.bushor.2011.01.007
Higgins, E. T. (1987). Self-discrepancy: A theory relating self and affect. Psychological Review, 94(3), 319-340.
Highest paid athletes worldwide in 2022/23, by earnings from salary and endorsements. (2023). https://www.statista.com/statistics/250295/highest-paid-athletes-worldwide/
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
Hosany, S., Prayag, G., Martin, D., & Lee, W. Y. (2013). Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty. Journal of Marketing Management, 29(1-2), 48-68. https://doi.org/10.1080/0267257X.2013.764346
Houlihan, B. (1997). Sport, national identity and public policy. Nations and Nationalism, 3(1), 113-137. https://doi.org/10.1111/j.1354-5078.1997.00113.x
Huang, J. H., Lu, C. Y., & Hsu, Y. C. (2023). Potential baseball fan engagement: The determinants of a new television audience in the Chinese Professional Baseball League during the COVID-19 pandemic. Sustainability, 15(4), 3302. https://doi.org/10.3390/su15043302
International Judo Federation. (n.d.) Yang Yung Wei. International Judo Federation. Retrieved May 12, 2023, from https://www.ijf.org/judoka/27304
Janssens, W., & De Pelsmacker, P. (2005). Advertising for new and existing brands: The impact of media context and type of advertisement. Journal of Marketing Communications, 11(2), 113-128. https://doi.org/10.1080/1352726042000306847
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961. https://doi.org/10.1086/209029
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13. https://doi.org/10.1080/00913367.1990.10673175
Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569-586. https://doi.org/10.1002/mar.4220110605
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Kim, H., & Park, M. (2023). Virtual influencers’ attractiveness effect on purchase intention: A moderated mediation model of the Product–Endorser fit with the brand. Computers in Human Behavior, 143, 107703. https://doi.org/10.1016/j.chb.2023.107703
Kim, Y. J., & Na, J. H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23-33.
Kivetz, R., & Simonson, I. (2002). Self-control for the righteous: Toward a theory of precommitment to indulgence. Journal of Consumer Research, 29(2), 199-217. https://doi.org/10.1086/341571
Kivetz, R., & Simonson, I. (2002a). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155-170. https://doi.org/10.1509/jmkr.39.2.155.19084
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116. https://doi.org/10.1016/S0148-2963(98)00002-2
Laila, R., & Sjabadhyni, B. (2018, July). The influence of celebrity endorsement types and congruency celebrity with the body care products on Instagram users' intention to purchase. In Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017) (pp. 190-196). Atlantis Press. https:// https://doi.org/10.2991/uipsur-17.2018.28
Lee, H. & Chang, S. (2010). The Differentiation of Celebrity vs. 'Tatsujin' and its Influence on Consumers' Purchase Intention. The 17th Conference on Information Management & Practice, Tainan, Taiwan. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/http://oplab.im.ntu.edu.tw/csimweb/system/application/views/files/IMP/20110160
Lee, J. G., & Park, J. (2014). The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement. International journal of sports marketing and sponsorship, 16(1), 50-69.
Lee, M. (2022). The influence of influencer characteristics and product-influencer fit on the purchase intention of influencer-owned brand: taking the internet celebrity Holger Chen as an example [Master's thesis, National Taiwan University of Science and Technology]. National Digital Library of Theses and Dissertations in Taiwan. https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=EMWzRc/record?r1=1&h1=6#XXX
Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538. https://doi.org/10.1123/jsm.2014-0195
Lewis, L. A. (2002). The adoring audience: Fan culture and popular media. New York, NY: Routledge.
Lipke, D. J. (2000). Pledge of allegiance. American Demographics, 22(11), 40-2.
Liu, H. Y. (2021, July 28). 默默無名時找上門！郭婞淳親自發文感謝這廠商 [This brand asked her to endorse products when she was unknown! Kuo Hsing-Chun personally sent a thank you letter to the brand]. Yahoo. https://tw.news.yahoo.com/默默無名時找上門-郭婞淳親自發文感謝-這廠商-050220461.html
Louie, T. A., & Obermiller, C. (2002). Consumer response to a firm's endorser (dis) association decisions. Journal of Advertising, 31(4), 41-52. https://doi.org/10.1080/00913367.2002.1067368
Lovejoy, J. (1993, February 25). Football: Sportsman who inspired a nation: Bobby Moore, hero of England: born 12 April 1941, died 24 February 1993. The Independent. https://www.independent.co.uk/sport/football-sportsman-who-inspired-a-nation-bobby-moore-hero-of-england-born-12-april-1941-died-24-february-1993-1475201.html
Lu, J., Liu, Z., & Fang, Z. (2023). Hedonic products for you, utilitarian products for me. Judgment and Decision Making, 11(4), 332-341. https://doi.org/10.1017/s1930297500003764
Magnini, V. P., Honeycutt, E. D., & Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69. https://doi.org/10.1177/1356766707084219
Maguire, J. (1994). Sport, identity politics, and globalization: Diminishing contrasts and increasing varieties. Sociology of Sport Journal, 11(4), 398-427. https://doi.org/10.1123/ssj.11.4.398
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52. https://doi.org/10.1509/jmkg.75.4.35
Mansour, I. H. F., & Diab, D. (2016). The relationship between celebrities’ credibility and advertising effectiveness: The mediation role of religiosity. Journal of Islamic Marketing, 7(2), 148-166. https://doi.org/10.1108/jima-05-2013-0036
McChesney, R. (1989). Media made sport: A history of sports coverage. In L. A. Wenner (Ed.), Media, sports, and society(pp. 49-69). Sage.
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39-45. https://doi.org/10.1016/j.jretconser.2016.05.012
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321. https://doi.org/10.1086/209217
Mcghee, T. (2012). The rise and rise of athlete brand endorsements. Journal of Brand Strategy, 1(1), 79-84.
Min, J. H. J., Chang, H. J. J., Jai, T. M. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6 (1), 1-19. https://doi.org/10.1186/s40691-018-0159-8
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332. https://doi.org/10.1177/002224378101800306
Mitre, M., & Ordóñez de Pablos, P. (2009). The power of sports marketing. International Journal of Sport Management and Marketing, 5(3), 330-337. https://doi.org/10.1504/IJSMM.2009.023241
MLB media ventures. (2002). Philly Phanatic. MLB Advanced media. https://www.mlb.com/phillies/fans/phillie-phanatic
Nataraajan, R., & Chawla, S. K. (1997). “Fitness” marketing: Celebrity or non-celebrity endorsement?. Journal of Professional Services Marketing, 15(2), 119-129. https://doi.org/10.1300/J090v15n02_09
NBA Media Ventures. (2022). Benny the bull. NBA.com. https://www.nba.com/bulls/benny
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
Onkvisit, S., & Shaw, J. (1987). Self-concept and image congru- ence: Some research and managerial implications. Journal of Consumer Marketing, 4(2), 13-23
Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102-110.
Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention?. Journal of Promotion Management, 24(2), 153-177. https://doi.org/10.1080/10496491.2017.1360826
Paul, P. J., & Olson, J. C. (2010). Consumer behavior and marketing strategy(9th Ed.). McGraw Hill.
Piapro (2023). Hatsune Miku and Piapro Characters. Crypton Future Media. https://piapro.net/intl/en_character.html
Rascher, D., Eddy, T., & OSKR, L. (2017). What drives endorsement earnings for superstar athletes?. Sport Management, 9. https://repository.usfca.edu/sm/9
Ratneshwar, S., & Chaiken, S. (1991). Comprehension's role in persuasion: The case of its moderating effect on the persuasive impact of source cues. Journal of Consumer Research, 18(1), 52-62. https://doi.org/10.1086/209240
Saiful Bahry, F. D., Masrom, M., & Masrek, M. N. (2021). Measuring validity and reliability of website credibility factors in influencing user engagement questionnaire. International Journal of Web Information Systems, 17(1), 18-28. https://doi.org/10.1108/ijwis-08-2020-0050
Shimp, T. A. (2000). Advertising promotion. Supplemental Aspects of Integrated, 4, 245-273.
Shrotryia, V. K., & Dhanda, U. (2019). Content validity of assessment instrument for employee engagement. Sage Open, 9(1),1-7. https://doi.org/10.1177/215824401882175
Siemens, J. C., Smith, S., Fisher, D., & Jensen, T. D. (2008). Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product. Journal of Targeting, Measurement and Analysis for Marketing, 16, 159-168.
Silva, T. C. D. (2021). Mascots vs celebrities: attitudes towards the brand [Doctoral dissertation, The Portuguese Catholic University]. http://hdl.handle.net/10400.14/34899
Sirgy, M. J., Lee, D. J., Johar, J. Y., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091-1097. https://doi.org/10.1016/j.jbusres.2007.09.022
Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being (5th Ed.). Prentice Hall.
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-35. https://doi.org/10.1080/00913367.2002.10673664
Strong, P. T. (2004). The mascot slot cultural citizenship, political correctness, and pseudoIndian sports symbols. Journal of Sport & Social Issues, 28(1), 79–87. https://doi.org/10.1177/0193732503261672
Tapp, A., & Clowes, J. (2002). From “carefree casuals” to “professional wanderers”: Segmentation possibilities for football supporters. European Journal of Marketing, 36(11/12), 1248-1269.
Thibault, L. (2009). Globalization of sport: An inconvenient truth1. Journal of Sport Management, 23(1), 1-20. https://doi.org/10.1123/jsm.23.1.1
Thwaites, D., Lowe, B., Monkhouse, L. L., & Barnes, B. R. (2012). The impact of negative publicity on celebrity ad endorsements. Psychology & Marketing, 29(9), 663-673. https://doi.org/10.1002/mar.20552
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27(1), 67-82. https://doi.org/10.1080/00913367.1998.10673543
Vien, C. V., Yun, C. T., & Fai, P. L. (2017). The effect of celebrity endorsement on brand attitude and purchase intention. Journal of Global Business and Social Entrepreneurship, 1(4), 141-150.
Wang, C., Chen, Y. H., Nie, P. Y., & Wang, X. H. (2019). Effects of celebrity endorsement on firms’ competition: from industrial organisation perspective. Economic Research-Ekonomska Istraživanja, 32(1), 3230-3252. https://doi.org/10.1080/1331677X.2019.1661002 CrossMark LogoCrossMark
Wong, W. (2017). Brand mascots and other marketing animals. Journal of Design History, 30(2), 241-242. https://doi.org/10.1093/jdh/epx015
Yang, S. M. & Chung, S. H. (2021, September 29). 東奧奪金後第一個廣告 郭婞淳代言信用卡 [The first commercial after winning gold in the East Olympics, Kuo Hsing-Chun endorsed the credit card]. Formosa TV News Network. https://www.ftvnews.com.tw/news/detail/2021928F06M1
Yoon, Y., Sato, S., Goldsmith, A., & Tsuji, Y. (2016). Sport team mascots as communication tools: Determinants of mascot Twitter followers. Global Sport Business Journal, 4(3), 11-23.
Zeng, Y. (2019). The impact of advertising appeals on advertising effectiveness: advertising involvement as moderating variable [Master's thesis, National Kaohsiung Normal University]. National Digital Library of Theses and Dissertations in Taiwan. https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=EMWzRc/record?r1=1&h1=6#XXX
Zhu, X., Teng, L., Foti, L., & Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, 103, 301-309. https://doi.org.10.1016/j.jbusres.2019.01.055
Zogaj, A., Tscheulin, D. K., & Olk, S. (2021). Benefits of matching consumers’ personality: Creating perceived trustworthiness via actual self‐congruence and perceived competence via ideal self‐congruence. Psychology & Marketing, 38(3), 416-430. https://doi.org/10.1002/mar.21439