Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
![JOURNAL OF CURRENT ISSUES & RESEARCH IN ADVERTISING
2020, VOL. 41, NO. 2, 144-159
https://doi.org/10.1080/10641734.2019.1656684
Who, Moi? Exploring the Fit Between Celebrity
Spokescharacters and Luxury Brands
Kim Sheehan
University of Oregon, Eugene, Oregon, USA
ABSTRACT
Brands use spokescharacters like Hello Kitty and Miss Piggy to successfully
market products like candy, cereal, and fast food to both adults and chil-
dren. Recently, advertisers and brands began using spokescharacters to
promote luxury products like jewelry, handbags, and makeup to adult
women, perhaps to tap into women's nostalgic feelings about these char-
acters from childhood. This study examines whether traditional Match Up
perspectives apply to celebrity spokescharacters for luxury brands, and
whether women's proneness to nostalgia affected brand perceptions.
Women assessed two popular spokescharacters (Miss Piggy and Hello
Kitty) in terms of their credibility and fit with products in two luxury prod-
uct categories: makeup and handbags. Results showed that fit was influ-
enced by perceptions of spokesperson attractiveness and expertise, as well
as the specific product category. Trustworthiness, a construct important in
assessing fit with "real" celebrities, did not affect fit for celebrity spokes-
characters. Women's proneness to nostalgia influenced perceptions of
attractiveness, trustworthiness, and expertise but did not influence percep-
tions of fit.
Keywords: luxury brands, marketing, adults, spokesperson, sales
Based on this abstract:
1. How many keywords were used?
2. Was the language used subjective or objective](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F486deb34-87c0-486c-96ad-48b30d9dc98d%2F54404baf-05ae-4c08-8844-f24ddf0c8f6d%2F0y7hl3m_processed.jpeg&w=3840&q=75)
Transcribed Image Text:JOURNAL OF CURRENT ISSUES & RESEARCH IN ADVERTISING
2020, VOL. 41, NO. 2, 144-159
https://doi.org/10.1080/10641734.2019.1656684
Who, Moi? Exploring the Fit Between Celebrity
Spokescharacters and Luxury Brands
Kim Sheehan
University of Oregon, Eugene, Oregon, USA
ABSTRACT
Brands use spokescharacters like Hello Kitty and Miss Piggy to successfully
market products like candy, cereal, and fast food to both adults and chil-
dren. Recently, advertisers and brands began using spokescharacters to
promote luxury products like jewelry, handbags, and makeup to adult
women, perhaps to tap into women's nostalgic feelings about these char-
acters from childhood. This study examines whether traditional Match Up
perspectives apply to celebrity spokescharacters for luxury brands, and
whether women's proneness to nostalgia affected brand perceptions.
Women assessed two popular spokescharacters (Miss Piggy and Hello
Kitty) in terms of their credibility and fit with products in two luxury prod-
uct categories: makeup and handbags. Results showed that fit was influ-
enced by perceptions of spokesperson attractiveness and expertise, as well
as the specific product category. Trustworthiness, a construct important in
assessing fit with "real" celebrities, did not affect fit for celebrity spokes-
characters. Women's proneness to nostalgia influenced perceptions of
attractiveness, trustworthiness, and expertise but did not influence percep-
tions of fit.
Keywords: luxury brands, marketing, adults, spokesperson, sales
Based on this abstract:
1. How many keywords were used?
2. Was the language used subjective or objective
Expert Solution
![](/static/compass_v2/shared-icons/check-mark.png)
This question has been solved!
Explore an expertly crafted, step-by-step solution for a thorough understanding of key concepts.
Step by step
Solved in 2 steps
![Blurred answer](/static/compass_v2/solution-images/blurred-answer.jpg)
Recommended textbooks for you
![Principles Of Marketing](https://www.bartleby.com/isbn_cover_images/9780134492513/9780134492513_smallCoverImage.gif)
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
![Marketing](https://www.bartleby.com/isbn_cover_images/9781259924040/9781259924040_smallCoverImage.gif)
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
![Foundations of Business (MindTap Course List)](https://www.bartleby.com/isbn_cover_images/9781337386920/9781337386920_smallCoverImage.gif)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
![Principles Of Marketing](https://www.bartleby.com/isbn_cover_images/9780134492513/9780134492513_smallCoverImage.gif)
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
![Marketing](https://www.bartleby.com/isbn_cover_images/9781259924040/9781259924040_smallCoverImage.gif)
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
![Foundations of Business (MindTap Course List)](https://www.bartleby.com/isbn_cover_images/9781337386920/9781337386920_smallCoverImage.gif)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
![Marketing: An Introduction (13th Edition)](https://www.bartleby.com/isbn_cover_images/9780134149530/9780134149530_smallCoverImage.gif)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
![MKTG 12:STUDENT ED.-TEXT](https://www.bartleby.com/isbn_cover_images/9781337407595/9781337407595_smallCoverImage.gif)
![Contemporary Marketing](https://www.bartleby.com/isbn_cover_images/9780357033777/9780357033777_smallCoverImage.jpg)
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning