.... The purpose of the study is to explore the typology’s four trust dimensions concomitant with the perceived attractiveness and expertise of such influencers to identify consumers’ attitudes toward micro-health and fitness influencers. Design/methodology/approach This study used a manipulated-stimuli online...

...Richard Huaman-Ramirez; Dwight Merunka Purpose This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines...

...Feray Adıgüzel; Carmela Donato Purpose This paper aims to examine and compare the simultaneous effect of financially successful appeals and attractiveness for male spokespersons, as well as explain why and when this effect happens based on the viewer’s gender. Design/methodology/approach Two...

...Marie Ozanne; Stephanie Q. Liu; Anna S. Mattila Purpose While online reviews are of paramount importance in brand evaluations and purchase decisions, the impact of a reviewer’s attractiveness is not well understood. To bridge that gap, this paper aims to explore how physical attractiveness cues...