The Brand Has Two Faces: Examining the Impact of an Accented Spokesperson on Brand Perceptions

A person’s accent is a persistent reminder of the diverse world in which we live. It signals that we are from different backgrounds, communities and cultures. Many commercials airing in the United States today feature spokespeople with British accents. Brands currently employing this practice include Orbit (gum), Luvs (diapers), Victoria’s Secret (lingerie), Reach (toothbrushes), Aquafina (water) and All-Bran (cereal). In this research, we compare the effects of using a British-accented spokesperson, which for our sample is a differently-accented spokesperson, with the effects of using an American-accented spokesperson, which for our sample is a same-accented spokesperson. We explore this relationship by analyzing brand personality and other brand attribute perceptions, and by implementing the Brand Concept Maps technique (John, Loken, Kim and Monga, 2006) to examine linkages between the salient brand associations that underlie consumer perceptions of the brand.



Citation:

Christine M. Bennett and Barbara Loken (2007) ,"The Brand Has Two Faces: Examining the Impact of an Accented Spokesperson on Brand Perceptions", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 120-121.

Authors

Christine M. Bennett, University of Minnesota, USA
Barbara Loken, University of Minnesota, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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