Endorser Weight and Perceptions of Brand Attitude and Intent to Purchase

Abstract

From the perspectives of meaning transfer theory and the match-up hypothesis, this study examined the role of endorser weight in perceptions of credibility and purchase intent of a food product. Full-color magazine ads were created for a soft drink. The endorser's weight (heavier/thinner) and the drink (diet/non-diet) were manipulated in a 2 × 2 experimental design. Thinner models were associated with greater purchase intent and more positive brand belief for the diet drink. Heavier models were associated with more negative brand belief and weaker purchase intent for the diet drink. However, no relationship was found between model size and purchase intent or brand belief for the non-diet drink.

KEYWORDS:

• advertising
• beauty
• brand
• endorsements
• endorser credibility
• experimental design
• match-up hypothesis
• meaning transfer theory
• purchase intent
• sex
• weight