Abstract
The purpose of the study attempts to assess consumer reactions by classifying anthropomorphized messages according to the authenticity of a human brand with which they are associated. And also the ...
Highlights
Celebrities often promote a company or a brand to establish the brand’s presence in various fields
A human or personal brand can be seen as a broader concept that pertains to celebrities who cultivate public images or public personae to sell themselves or products and services
This study provides a new approach to the use of anthropomorphized messages by focusing on the relationship between advertising models and messages
Summary
Celebrities often promote a company or a brand to establish the brand’s presence in various fields (e.g., entertainment, sports, advertising). Many studies regarding the role of celebrity models in advertising have shown that celebrity endorsers have favorably influenced important advertising effectiveness measures such as con sumer attitude formation (La Ferle & Choi, 2005; Min et al, 2019; Muda et al, 2014). Studies have shown that the effects of celebrity models can vary depending on certain condi tions Considering that factors such as consumers’ personal characteristics and product involve ment cannot be controlled or selected in an advertisement, the model and the associated message will be the most critical factor in establishing a successful celebrity-model advertising strategy. Harmony between a celebrity model’s attributes and a brand’s message plays an impor tant role in advertising Still, such a human or personal brand is already perceived as an indepen dent brand by consumers. This study examines interactive effects between anthropomor phized/non-anthropomorphized messages and the perceived authenticity of human brands
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