The effects of spokes-characters' personalities of food products on source credibility

Hobin Kyung, Ohyoon Kwon, Youngjun Sung

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

Personified spokes-characters can be created and controlled in ways in which advertisers want to establish and maintain the images and personalities of the food products. This research explores the relationships between spokes-characters' personality dimensions and source credibility dimensions, including expertise, trustworthiness, and attractiveness. The overall findings suggest that different spokes-character personality dimensions influence the source credibility dimensions differently and that both sincerity and competence are the two most significant spokes-character personality dimensions to increase the levels of source expertise, trustworthiness, and attractiveness.

Original languageEnglish
Pages (from-to)65-78
Number of pages14
JournalJournal of Food Products Marketing
Volume17
Issue number1
DOIs
Publication statusPublished - 2011 Jan 1
Externally publishedYes

Fingerprint

Personality
foods
Food
Mental Competency
Source credibility
Food products
Research
Expertise
Attractiveness
Trustworthiness

Keywords

  • Brand personality
  • Source credibility
  • Spokes-character
  • Survey

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing

Cite this

The effects of spokes-characters' personalities of food products on source credibility. / Kyung, Hobin; Kwon, Ohyoon; Sung, Youngjun.

In: Journal of Food Products Marketing, Vol. 17, No. 1, 01.01.2011, p. 65-78.

Research output: Contribution to journalArticle

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