The effects of spokes-characters' personalities of food products on source credibility

Hobin Kyung, Ohyoon Kwon, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)


Personified spokes-characters can be created and controlled in ways in which advertisers want to establish and maintain the images and personalities of the food products. This research explores the relationships between spokes-characters' personality dimensions and source credibility dimensions, including expertise, trustworthiness, and attractiveness. The overall findings suggest that different spokes-character personality dimensions influence the source credibility dimensions differently and that both sincerity and competence are the two most significant spokes-character personality dimensions to increase the levels of source expertise, trustworthiness, and attractiveness.

Original languageEnglish
Pages (from-to)65-78
Number of pages14
JournalJournal of Food Products Marketing
Issue number1
Publication statusPublished - 2010
Externally publishedYes


  • Brand personality
  • Source credibility
  • Spokes-character
  • Survey

ASJC Scopus subject areas

  • Food Science
  • Marketing
  • Business and International Management


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