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Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation

Ning Zhang (Department of Management, Shenzhen University, Shenzhen, China)
Liqin Yu (Economic and Management School, Wuhan University, Wuhan, China)
Alex S.L. Tsang (Department of Marketing, Hong Kong Baptist University, Kowloon, Hong Kong)
Nan Zhou (Department of Management, Shenzhen University, Shenzhen, China)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 18 January 2021

Issue publication date: 11 May 2021

608

Abstract

Purpose

The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency.

Design/methodology/approach

Two experiments were conducted to test the hypotheses. Study 1 establishes the interaction effect between evoked spokes-character dynamism and brand personality on brand trust and examines the mediating role of processing fluency. By introducing a control group and using purchase intention as the dependent variable, Study 2 further extends the results of Study 1.

Findings

The results of Studies 1 and 2 show that for sincere brands, spokes-characters with high dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with low dynamic imagery. However, for competent brands, spokes-characters with low dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with high dynamic imagery. In addition, processing fluency mediates the interaction effect between evoked spokes-character dynamism and brand personality on consumers’ evaluation.

Research limitations/implications

The studies considered only one method, “frozen motion,” to evoke perceived movement. Further studies using other methods are needed to allow for generalization.

Practical implications

The discerning use of dynamic imagery in spokes-character design involving advertisements may aid marketers in maximizing spokes-characters’ effect on consumers’ evaluation.

Originality/value

The perceived movement of spokes-characters is integrated into the cognition of brand personality. Marketers should take into account how the match between spokes-character dynamism and brand personality may influence consumers’ evaluation of the brand.

Keywords

Acknowledgements

The authors are grateful for financial support from the National Natural Science Foundation of China (Grant Nos 71772127, 71832015 and 71402100).

Citation

Zhang, N., Yu, L., Tsang, A.S.L. and Zhou, N. (2021), "Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation", European Journal of Marketing, Vol. 55 No. 5, pp. 1516-1538. https://doi.org/10.1108/EJM-10-2018-0718

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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