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.

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