Spot the difference: examining facial characteristics that enhance spokesperson effectiveness
作者: Jasmina IlicicStacey M. BaxterAlicia Kulczynski
作者单位: 1Monash Business School, Monash University , Melbourne, Australia
2Newcastle Business School, University of Newcastle , Newcastle, Australia
刊名: European Journal of Marketing, 2018, Vol.52 (1/2), pp.348-366
来源数据库: Emerald Journal
DOI: 10.1108/EJM-03-2017-0226
关键词: AttitudePurchaseAuthenticityBrandSymmetrySpokesperson
原始语种摘要: Purpose(#br)This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source authenticity on attitudinal and behavioral judgments. (#br)Design/methodology/approach(#br)Two studies were undertaken. Study 1 examined the effect of facial symmetry on source authenticity and endorsement effectiveness. Study 2 investigated the influence of the authentic facial cues of freckles and moles on source authenticity and advertisement attitude, brand attitude and purchase intention. (#br)Findings(#br)Findings indicate that source authenticity is the mechanism that explains attitudinal and behavioral judgments toward advertisements featuring asymmetrical spokespeople. The phenomenon observed is due...
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关键词翻译
关键词翻译
  • authenticity 确实性
  • facial 表面的
  • intention 意图
  • attitude 态度
  • advertisement 广告
  • endorsement 签批
  • heighten 
  • asymmetrical 不对称的
  • whereby 借此
  • freckles 雀斑