1. Endorser weight and perceptions of brand attitude and intent to purchase
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Westover, Michael Lea (author) and Randle, Quint (author)
- Format:
- Journal article
- Publication Date:
- 2009
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D11600
- Journal Title:
- Journal of Promotion Management
- Journal Title Details:
- 15 : 57-73
- Notes:
- 18 pages., Online via UI e-subscription, Through an experimental design, this study examined the effects of the weight or body type of those modeled in advertisements on purchase intent for two types (diet and non-diet) of a fictitious brand of soda. Findings revealed that thinner models were associated with greater purchase intent and more positive brand belief for the diet drink. However, no relationship was found between model size and purchase intent or brand belief for the non-diet drink.