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



Share Proceeding

Featured papers

See More

Featured

Crossing Race and Markets: Introducing the Race in the Marketplace Research Network

Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine

Read More

Featured

When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands

Read More

Featured

Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships

Ankita Kumar, University of Wisconsin - Madison, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.