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Marketing Letters
Published in: Marketing Letters 4/2015

01-12-2015

What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility

Authors: Stacey Baxter, Jasmina Ilicic, Alicia Kulczynski

Published in: Marketing Letters | Issue 4/2015

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Abstract

This study investigates the effect of phonetic fit between spokesperson name and product attributes on perceived source credibility, namely, spokesperson expertise, attractiveness and trustworthiness. We manipulate phonetic fit through a 2 (spokesperson name: front vs. back) × 2 (product attribute: crisp vs. smooth) factorial design whilst controlling for spokesperson and product attractiveness. Results show that a phonetic fit between the name of the spokesperson and product attributes encourages positive perceptions of spokesperson credibility, irrespective of whether a spokesperson is visually presented in an advertisement. Finally, results demonstrate that phonetic fit (front (back) vowel spokesperson name with crisp (smooth) product attributes) can promote positive attitudes towards an advertisement and product, as well as purchase intention, with these relationships mediated by perceptions of spokesperson credibility. Findings from this research are able to aid advertisers and brand managers in the creation of effective and persuasive spokes/brand-characters.
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Metadata
Title
What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility
Authors
Stacey Baxter
Jasmina Ilicic
Alicia Kulczynski
Publication date
01-12-2015
Publisher
Springer US
Published in
Marketing Letters / Issue 4/2015
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-014-9287-0

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