KOREASCHOLAR

ENDORSER’S BODY POSTURE AS AN ANTECEDENT OF (LUXURY) BRAND PERSONALITY PERCEPTION

Steffen Herm, Jana Möller, Klaus Heine
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271928
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1257-1269
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Based on research on human personality perception, we propose that endorsers in advertisements transfer metaphoric meaning of their body postures to customers’ brand perceptions and discuss them as a neglected antecedent of brand personality. Our findings suggest that the body posture of endorsers generally enforces brand personality perceptions.

Keyword
BrandingBrand personalityMental simulationLuxuryBrand management
Author
  • Steffen Herm(Hochschule für Technik und Wirtschaft Berlin) corresponding author
  • Jana Möller(Freie Universität Berlin)
  • Klaus Heine(EMLYON Business School-Asian Campus)