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Tests the effectiveness of three different types of service company employees as advertising spokespersons in an experiment involving print advertisements for a bank and a hotel. Reveals that front‐office employees functioned best as print advertising spokespersons and that CEOs were adequate and back‐office employees were least effective.

Reports on a study designed to analyse the effectiveness of real and created spokespersons in advertisements. Compares male and female spokespersons′ effectiveness by audience gender. Concludes that celebrities can be used to gain attention and maintain sales, while created spokespersons′ effectiveness is in establishing a lifelong link with the product.

The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers.

The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales.

The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers.

This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements.

The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness).

The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.

This articulation sets out to focus on the mechanisms and dynamics of “expertise constitution” where it is understood as an “accomplishment” or an “achievement”. This understanding appears to be an important step in studying the interrelation of accountants and ICTs, while avoiding the traditional de‐skilling or empowering accounts of technologies that still inform much of the current debate on the uses of ICTs.

The paper, using accountants and enterprise resource planning systems in Egypt as an example, illustrates how ERP represents an opportunity for accountants to assert their expertise and to produce new identities for themselves by acting as the spokesperson of technology and by promoting claims of expertise in terms of identifying what is required for ERP to work in their companies.

Finds that there is no dilution of expertise in relation to ICTs; rather, some accountants are promoting themselves as a group of relevant experts in deriving benefits from these systems. Rather than a threat, accountants mobilize the advent of ERP as an occasion where their skills and their accounting knowledge are represented as important for the proper functioning of these technologies.

This paper is seen to contribute to the existing literature, by addressing calls for the study of the relation between ICT in general and ERP in particular, and accountants’ expertise, and offering a different conceptualisation of their interrelationship.

This paper aims to examine and compare the simultaneous effect of financially successful appeals and attractiveness for male spokespersons, as well as explain why and when this effect happens based on the viewer’s gender.

Two studies were designed by manipulating the success (vs absent) and attractiveness (vs average looking) of a male spokesperson and compared his marketing effectiveness in terms of purchase intention and advertising attitude. Additionally, the influence of gender through the mediating effect of negative/positive affect was compared.

Participants indicated lower purchase intention and advertising attitude in light of the success appeal in both studies; however, this effect was influenced by attractiveness in case of high involvement product. Additionally, success had a greater effect on ad effectiveness than attractiveness. Only for males, negative affect mediated the relationship between ad effectiveness and exposure to a successful spokesperson.

Practitioners should be aware of the negative influence of a financially successful spokesperson overall, especially if he is also very attractive and the product is a high involvement one targeting males. On the contrary, attractiveness of a successful spokesperson might cancel out negative effects for those products targeting females.

This study differs from previous studies by considering the simultaneous effect of successful and/or attractive male spokespersons on adult sample instead of college students and examine the effects for high and low involvement product.

The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit.

Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson–product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson–product fit. The mediating role of spokesperson–product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested.

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 towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson–product fit when the NFC was low.

This research has implications for advertisers and brand managers considering the creation of a name for a non-celebrity spokesperson or the development of a brand/spokes-character. However, this research is limited, as it examines only male names.

This research shows that perceptions of spokesperson and product fit are not only influenced by spokesperson appearance (visual congruence) but also by spokesperson name (verbal congruence). This research also identifies limitations of the applicability of phonetic symbolism theory by identifying a condition under which phonetic symbolism (verbal congruence) exerts no effects on perceptions of spokesperson–product fit.

While the importance of the corporate spokesperson in the media‐organisation relationship is consistently recognised in the literature, little is known in terms of the actual practices and perceptions of the various parties involved. Based on a survey of media personnel, corporate spokesperson and CEOs, this paper identifies the respective perceptions and discusses their implications.

The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness.

The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters.

Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important.

The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name.

While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.

The importance of fit between the endorser and the endorsed product has been described as the “match‐up hypothesis”. Much “match‐up hypothesis” research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do positively affect attitude toward the endorsed brand, expertise is a more important dimension for driving the fit between an endorser and a brand. Study One examines physical attractiveness as a match‐up factor. Results indicate a general “attractiveness effect”, but not a match‐up effect based on attractiveness. Study Two considers expertise as the match‐up dimension. A match‐up effect was found based on expertise.