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ENDORSER’S BODY POSTURE AS AN ANTECEDENT OF (LUXURY) BRAND PERSONALITY PERCEPTION
Steffen Herm,Jana Möller,Klaus Heine 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.6
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.
ENDORSER’S BODY POSTURE AS AN ANTECEDENT OF (LUXURY) BRAND PERSONALITY PERCEPTION
Steffen Herm,Jana M?ller,Klaus Heine 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
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.