Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/333367 
Year of Publication: 
2025
Citation: 
[Journal:] Marketing Letters [ISSN:] 1573-059X [Volume:] 37 [Issue:] 1 [Article No.:] 6 [Publisher:] Springer US [Place:] New York [Year:] 2025
Publisher: 
Springer US, New York
Abstract: 
Abstract Marketers often use endorsers to transfer desirable attributes from the endorser to the brand (e.g., showing a brand with an athlete to convey an “athletic” image). The present research tests whether such attribute transfer extends to characteristics conveyed by the endorser's facial appearance. In three preregistered experiments, altering an endorser’s facial appearance to appear high in communion or agency shaped perceptions of the endorsed brand’s warmth or competence. Consistent with contemporary theories on attribute conditioning, these effects occurred only when participants remembered the brand-endorser pairing. Furthermore, endorsers’ facial features also influenced product choices, such that brands paired with high-communion (or high-agency) endorsers were preferred for products associated with high warmth (or competence). Overall, the present findings show that subtle variations in an endorser’s face influence the endorsed brand’s image.
Subjects: 
Advertising
Endorser marketing
Brand image
Attribute conditioning
Stereotype content model
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version
Appears in Collections:

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.