Answered: Drag and drop the items to the parts of…

Health Safety And Nutrition F/Young Child

9th Edition

ISBN:9781305144767

Author:MAROTZ

Publisher:MAROTZ

Chapter1: Children's Well-being

Section: Chapter Questions

Problem A1CR

See similar textbooks

Related questions

Concept explainers

Question

Transcribed Image Text:Drag and drop the items to the parts of the research paper JCURNAL OF CURRENT ISSUES & RESEARCH IN ACVERTISING- 2020, VOL 41, NO, 2, 144-159 - https//dol.org/10.1080/106417342019.1656684 R Routledge TaykorFrancis Group Che 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 Year of publication Title of the paper Page range Access link Name of the journal Name(s) of the author(s) Keywords Abstract content

Expert Solution

Step by step

Solved in 3 steps with 1 images

SEE SOLUTION Check out a sample Q&A here

Knowledge Booster

Learn more about

Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, biology and related others by exploring similar questions and additional content below.