Names versus faces

examining spokesperson-based congruency effects in advertising

Jasmina Ilicic, Stacey Baxter, Alicia Kulczynski

Research output: Contribution to journalArticleResearchpeer-review

10 Citations (Scopus)

Abstract

Purpose - The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson s name (verbal congruence) on consumer perceptions of spokesperson-product fit. Design/methodology/approach - Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson-product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson-product fit. The mediating role of spokesperson-product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested. Findings - Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson-product fit when the NFC was low.
Original languageEnglish
Pages (from-to)62-81
Number of pages20
JournalEuropean Journal of Marketing
Volume49
Issue number1-2
DOIs
Publication statusPublished - 2015
Externally publishedYes

Keywords

  • consumer
  • advertising atitude
  • phonetic symbolism
  • congruence
  • verbal match-up
  • spokesperson name
  • product attributes

Cite this

Ilicic, Jasmina ; Baxter, Stacey ; Kulczynski, Alicia. / Names versus faces : examining spokesperson-based congruency effects in advertising. In: European Journal of Marketing. 2015 ; Vol. 49, No. 1-2. pp. 62-81.
@article{7d37c066228f4a0088c6feda584f2dba,
title = "Names versus faces: examining spokesperson-based congruency effects in advertising",
abstract = "Purpose - The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson s name (verbal congruence) on consumer perceptions of spokesperson-product fit. Design/methodology/approach - Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson-product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson-product fit. The mediating role of spokesperson-product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested. Findings - Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson-product fit when the NFC was low.",
keywords = "consumer, advertising atitude, phonetic symbolism, congruence, verbal match-up, spokesperson name, product attributes",
author = "Jasmina Ilicic and Stacey Baxter and Alicia Kulczynski",
year = "2015",
doi = "10.1108/EJM-10-2013-0579",
language = "English",
volume = "49",
pages = "62--81",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald",
number = "1-2",

}

Names versus faces : examining spokesperson-based congruency effects in advertising. / Ilicic, Jasmina; Baxter, Stacey; Kulczynski, Alicia.

In: European Journal of Marketing, Vol. 49, No. 1-2, 2015, p. 62-81.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Names versus faces

T2 - examining spokesperson-based congruency effects in advertising

AU - Ilicic, Jasmina

AU - Baxter, Stacey

AU - Kulczynski, Alicia

PY - 2015

Y1 - 2015

N2 - Purpose - The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson s name (verbal congruence) on consumer perceptions of spokesperson-product fit. Design/methodology/approach - Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson-product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson-product fit. The mediating role of spokesperson-product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested. Findings - Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson-product fit when the NFC was low.

AB - Purpose - The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson s name (verbal congruence) on consumer perceptions of spokesperson-product fit. Design/methodology/approach - Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson-product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson-product fit. The mediating role of spokesperson-product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested. Findings - Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson-product fit when the NFC was low.

KW - consumer

KW - advertising atitude

KW - phonetic symbolism

KW - congruence

KW - verbal match-up

KW - spokesperson name

KW - product attributes

U2 - 10.1108/EJM-10-2013-0579

DO - 10.1108/EJM-10-2013-0579

M3 - Article

VL - 49

SP - 62

EP - 81

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 1-2

ER -