Abstract
Purpose– This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions.Design/methodology/approach– An experimental design was used whereby the model’s body size in a fictitious advert was digitally manipulated to create four advertising images with an underweight, slender, average and obese model size (all other factors remained constant). Through an intercept survey of German female consumers, respondents were exposed to one of the four images, and asked questions pertaining to their brand image perceptions.Findings– The findings suggest that for older consumers, model body size has no significant impact on their brand image perceptions. For younger consumers (18-25), there was some limited evidence of how a positive brand image affects when a slender model size is used, but there was no evidence that underweight models have a more positive impact on brand image.Research limitations/implications– The sample was restricted to a single German city (Berlin) with a relatively small sample and, therefore, the generalisability of the findings may be limited. It would be interesting to repeat the study in different cultural contexts. Whilst this paper focussed on potential differences in perceptions between different age groups, future studies could consider other factors, such as fashion involvement or consumer personality on the impact of body size on brand image.Practical implications– Given the potential link to low self-esteem and eating disorders, it is recommended that fashion brands cease using clinically underweight models. Brands targeting older consumers may benefit from using larger models.Originality/value– There is limited research to date that looks at the role of body size on brand image, and this is one of the first studies to consider all non-product-related brand image associations, and how perceptions may differ between different age groups, with many previous studies relying on student samples.
Highlights
The advertising and media industries are being critiqued for heavily promoting a thin ideal by using very thin models in their campaigns (Halliwell and Dittmar, 2004, Borland and Akram, 2007). Borland and Akram (2007) suggest that the average models’ body size is more than 20% underweight
Previous studies have explored the role of body size on fashion brand personality perceptions (Aagerup, 2011) and advertising effectiveness (Halliwell and Dittmar, 2004), this is the first paper to explore German consumer perceptions
Given this study seeks to explore the impact of model body size on brand image perceptions, an experimental design enabled the manipulation of the model body size, whilst keeping other factors constant
Summary
The advertising and media industries are being critiqued for heavily promoting a thin ideal by using very thin (clinically underweight) models in their campaigns (Halliwell and Dittmar, 2004, Borland and Akram, 2007). Borland and Akram (2007) suggest that the average models’ body size is more than 20% underweight. 38) suggest that “the media play a significant role in the aetiology of eating disorders” Despite these criticisms the use of very slim models persists – some brands, notably Dove and Bravissimo have moved to using ‘real’ women. This research seeks to explore the impact of body size on brand image associations It does so through an exploration of perceptions of fashion apparel advertising of German consumers, and in keeping with Halliwell and Dittmar (2004) utilises computer imaging software to enable different model sizes to be used, while keeping attractiveness constant. Previous studies have explored the role of body size on fashion brand personality perceptions (Aagerup, 2011) and advertising effectiveness (Halliwell and Dittmar, 2004), this is the first paper to explore German consumer perceptions. Following a 22% reduction in its subscriptions, it has recently reversed this decision (Daily Mail, 2012)
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