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Congatulations! You have a match! : How (in)congruence between the type of endorser and type of product, along with innovativeness of the consumer, affects a consumer's purchase intention, the endorser personality evaluation and product personality evalua

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Figure

Figure 1 – Research model of (in)congruence between endorser and product, along with innovativeness on purchase
Table 1 – Endorsers and products that scored significantly on the personality characteristics (p<.001)
Figure 3 – Overview product personality profile
Figure 5 – Stimulus material congruence between low-end endorser and low-end product
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