Answered: 1. How many keywords were used? 2. Was…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:JOURNAL OF CURRENT ISSUES & RESEARCH IN ADVERTISING 2020, VOL. 41, NO. 2, 144-159 https://doi.org/10.1080/10641734.2019.1656684 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 Based on this abstract: 1. How many keywords were used? 2. Was the language used subjective or objective

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