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Human Anatomy & Physiology (11th Edition)

11th Edition

ISBN:9780134580999

Author:Elaine N. Marieb, Katja N. Hoehn

Publisher:Elaine N. Marieb, Katja N. Hoehn

Chapter1: The Human Body: An Orientation

Section: Chapter Questions

Problem 1RQ: The correct sequence of levels forming the structural hierarchy is A. (a) organ, organ system,...

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Transcribed Image Text:Drag and drop the items to the parts of the research paper JCURNAL OF CURRENT ISSUES & RESEARCH IN ACVERTISING- 2020, VOL 41, NO, 2, 144-159 - https//dol.org/10.1080/106417342019.1656684 R Routledge TaykorFrancis Group Che 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 Year of publication Title of the paper Page range Access link Name of the journal Name(s) of the author(s) Keywords Abstract content

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