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 fi...
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.