Abstract:

Recently, Enterprises and academia pay more attention to spokes-character. But little research has focused on the role of spokes-character’s physical characteristics on image characteristics. The paper revolved around the impact of the degree of imbalance structural of big-head-small-body spokes-character on brand attitude. To investigate the internal mechanism between the degree of imbalance structural of big-head-small-body spokes-character and brand attitude, we studied the inter-medium variables of likability and sensory experience. The results of study 1, study 2 and study 3 showed that the degree of imbalance structural of big-head-small-body spokes-character primarily influences brand attitude through likability, and sensory experience. The products involvement not only moderated the relationship between the degree of imbalance structural of big-head-small-body spokes-character and brand attitude, also moderated the relationship between the serial mediation of likability and sensory experience. Finally, study 4 probed into the differences between big-head-small-body spokes-character and small-head-big-body spoke-character on brand attitude.

Key words: the degree of structural imbalance, brand attitude, likability, sensory experience, product involvement