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Many countries adopt the celebrity endorsement strategy. By comparing the ones found on TV in the U.S. and Korea, researchers were able to look for common trends or differences.
Celebrity endorsements date back to the 19th century. Previous studies on celebrity endorsements focused on credibility and attractiveness. Based on these previous studies, researchers established the "match-up hypothesis." This stated that the closer the match between celebrity and the product, the more effective the celebrity endorsement was. Other previous studies found that characteristics of image, trustworthiness, and familiarity were important to advertisers...
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