This study consisted of an analysis of the effects of multiple advertisement appearances by celebrity according to the match-up hypothesis. Significant differences were observed in both advertisement and brand attitudes according to celebrity-product congruence. Attitudes toward advertisements and brands were found to be less positive when participants were shown highly or moderately incongruent advertisements following exposure to a high-congruence advertisement, and more positive when the exposure occurred in the reverse order. A reexamination of matching hypothesis effects according to celebrity-product congruence failed to confirm recent research findings indicating stronger advertisement effects for situations of moderate incongruence. The results generally supported previous findings showing that higher degrees of congruence resulted in more positive attitudes toward advertisements and brands and a greater desire to purchase the advertised product.