When admen prefer Tom to Tim: Face might fit but does the vowel sound right?

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude toward the advertisement.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "When admen prefer Tom to Tim: Face might fit but does the vowel sound right?", Strategic Direction, Vol. 31 No. 5, pp. 10-12. https://doi.org/10.1108/SD-02-2015-0039