Please use this identifier to cite or link to this item: http://hdl.handle.net/2440/102095
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Type: Journal article
Title: What's in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility
Author: Baxter, S.
Ilicic, J.
Kulczynski, A.
Citation: Marketing Letters, 2015; 26(4):525-534
Publisher: Springer
Issue Date: 2015
ISSN: 0923-0645
1573-059X
Statement of
Responsibility: 
Stacey Baxter, Jasmina Ilicic and Alicia Kulczynski
Abstract: This study investigates the effect of phonetic fit between spokesperson name and product attributes on perceived source credibility, namely, spokesperson expertise, attractiveness and trustworthiness. We manipulate phonetic fit through a 2 (spokesperson name: front vs. back)×2 (product attribute: crisp vs. smooth) factorial design whilst controlling for spokesperson and product attractiveness. Results show that a phonetic fit between the name of the spokesperson and product attributes encourages positive perceptions of spokesperson credibility, irrespective of whether a spokesperson is visually presented in an advertisement. Finally, results demonstrate that phonetic fit (front (back) vowel spokesperson name with crisp (smooth) product attributes) can promote positive attitudes towards an advertisement and product, as well as purchase intention, with these relationships mediated by perceptions of spokesperson credibility. Findings from this research are able to aid advertisers and brand managers in the creation of effective and persuasive spokes/brand-characters.
Keywords: Phonetic symbolism; congruence; spokesperson; source credibility; attractiveness; trustworthiness
Rights: © Springer Science+Business Media New York 2014
RMID: 0030009809
DOI: 10.1007/s11002-014-9287-0
Appears in Collections:Business School publications

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