Fatima is an opera singer. She is well known and popular among older folks. She has just been chosen as the celebrity endorser for a brand of menthol cough drops. Her selection is based upon

Question

Quizplus · Accepted Answer

The match-up hypothesis suggests that the effectiveness of an endorser is dependent on the match between the product and the endorser's image. In this case, since Fatima is an opera singer and is popular among older folks, her selection as the celebrity endorser for menthol cough drops appears to be a good match-up between the product and her image.

Fatima Is an Opera Singer