Digital Brand Personality: Does the Matchup Hypothesis Extend to Online Environments?

Natalie T. Wood, Saint Joseph's University
Michael Solomon, Saint Joseph's University
Brand personality, one of the most important dimensions of brand equity (Aaker 1996) is generally communicated visually. Although extensive research on brand personality has been conducted in the real world, to date we have scant evidence bearing on how or if these findings apply to the virtual world. In this study we will explore how one particular visual element – the use of avatars (digital endorsers) -- contributes to the instantiation of brand personality in an online communications platform. More specifically, we examine how the visual characteristics of avatars in online advertisements influence consumer perception, attitude and behavior toward brands that are either similar or dissimilar to them in terms of “personality” attributes.
[ to cite ]:
Natalie T. Wood and Michael Solomon (2008) ,"Digital Brand Personality: Does the Matchup Hypothesis Extend to Online Environments?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 84-89.