Executive summary of “Does size matter? An exploration of the role of body size on brand image perceptions”

Citation

(2015), "Executive summary of “Does size matter? An exploration of the role of body size on brand image perceptions”", Journal of Product & Brand Management, Vol. 24 No. 3. https://doi.org/10.1108/JPBM-05-2015-849

Executive summary of “Does size matter? An exploration of the role of body size on brand image perceptions”

Article Type: Executive summary and implications for managers and executives From: Journal of Product & Brand Management, Volume 24, Issue 3

This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.

Advertisers make extensive use of thin female models, especially in relation to the fashion industry. Slimness is perceived in positive terms and is frequently linked with vitality, achievement, popularity, happiness and social acceptance. This contrasts sharply with the negativity associated with being overweight or obese. Such individuals are often portrayed as being miserable and unpopular.

Women view slim models depicted in the media and aspire toward comparable body size. But the divide between perceptions of their real body image and this idealized version is known to be a source of considerable dissatisfaction and psychological disorder. Various studies report a connection between such negative feelings and low self-esteem, depression, appearance-related anxiety and several eating disorders.

These negative consequences have prompted criticism of the advertising industry. Nevertheless, many marketers continue to use thin or even underweight models to promote their brands. This is largely justified on the basis that consumers most favor brands which best reflect their ideal self-image as represented by the slim models. Given that imitating these models is seen as enabling upward social mobility, attitudes become more favorable toward such advertisements and similarly impact on purchase intention. It has also been mooted that the positivity aimed at featured models is subsequently associated with the advertised brand.

Consumers relate to brands by ascribing them with human characteristics. Marketers exploit this tendency and use brand personality to differentiate their offerings. Brand personality is a widely researched construct that is sometimes viewed as being synonymous with brand image. Others argue that a brand’s image emerges as a result of the brand associations perceived by the consumer. Attributes and benefits are two of the main association categories. The other is deemed to be attitudes. Scholars divide attributes into intrinsic and extrinsic types that correspondingly represent core product-related features and those deemed as outside the product. These external attributes are deemed important in the fashion industry context. The image of typical users of the brand is seen as significant and researchers argue that this strongly relates to brand personality. Price is seen as another key extrinsic attribute. Whether the model’s body size used in fashion advertisements shapes consumer perceptions of these different characteristics and attributes is a key focus of the current study by Watson et al.

Brand benefits reflect the “personal value” that consumers ascribe to the attributes of a product or service. Benefits can be functional, experiential or symbolic in nature. Symbolic benefits are regarded as being more extrinsic to the product or service and addressing social needs in addition to psychological ones. These benefits can relate to consumer self-esteem or self-concept and might vary depending on whether a thin or larger model is used in product advertisements.

Research suggests that women become less prone to experiencing body dissatisfaction as they get older. The negative impact on such as self-esteem is accordingly lower among these consumers who have reached a stage in life where they are more “experienced and stable”. This prompts the suggestion that the impact on brand image creation of using slimmer models in fashion advertising could vary depending on the age of the consumer. One possibility is that older females are likely to feel less socially pressured than their younger counterparts. Being inspired by a fashion product advertisement may subsequently be less dependent on the size of the model portrayed.

The study is conducted in Germany, which is the largest clothing market in Europe and, therefore, of great importance to fashion companies. Female participants aged between 18 and 65 years were recruited in various shopping locations around Berlin and randomly exposed to one of four different advertisements created for a fictitious fashion brand. This ensured no existing brand image perceptions biased results. Each advertisement was identical apart from featuring a model whose body size was underweight (image A), slim (image B), normal (image C) or obese (image D). Subjects had to indicate the extent to which the brand reflected various attributes pertaining to brand user imagery, brand personality and brand symbolism. The list of attributes was compiled following a pre-study, whereby relevant adjectives were identified. Brand personality dimensions commonly used in studies of this type were deemed not wholly relevant to the specific category under analysis. Demographic details were also requested.

Among the key indications from the study are:

• size of the model featured in the advertising has no real significant effect on perception of brand users’ imagery;

• images A and B were perceived to reflect a higher price than image C;

• brand quality was perceived to be marginally inferior for image C compared to image A;

• image A was much likelier to be seen as representing a designer brand than was image C; and

• no real differences were evident between the four images in respect of perceiving the brand to function as a status symbol.

To explore the potential significance of age, respondents were categorized into bands 18-25, 26-35, 35-45, 45-55 and over 55 years. Analysis showed that:

• differences between the three older age groups were minimal with regard to user imagery personality, brand personality and brand value;

• image A was rated considerably higher than image C in the 26-35 group in respect of perceived brand value;

• the 18-25-year group regarded image B as being slightly more confident and sexier than image D;

• with regard to the user image trait “valuing quality”, image A was rated higher than all other images by the youngest group;

• the imagery personality characteristic “high social standing” was more strongly associated with image A by the 18-25 group relative to the 46-55 group;

• the youngest group felt more strongly than those aged 46-55 that image B reflected a bolder personality;

• only real difference between the 46-55 and 36-45 groups was the former viewing image C more highly in terms of being successful; and

• in respect of being confident, attractive, sexy and bold, those over 55 were inclined to rate image D more highly than did one or both of the youngest two groups.

Overall, it is the youngest and oldest age groups that most differ in their perceptions of the images. On this evidence, the authors suggest that fashion brands might successfully use various body shapes when targeting older females. But marketers aiming to reach younger women might be best served by maintaining the practice of using slim models in their advertisements. However, this age group revealed little difference in how it perceives images A and B. Watson et al. consequently claim that brand managers can stop using underweight models without harming their brand. When body size influenced perceptions, the normal body size performed worst. This prompts the authors to believe that risk to brand image from using “fuller models” might be minimal.

Body size appears most significant to younger consumers but more studies incorporating wider ranges of age groups are needed. Extending the work to other German regions and cultural contexts is also recommended. Researchers could additionally investigate the significance of fashion involvement, consumer personality or other factors on how body size affects perceptions of a brand’s image. Another suggestion is to explore the relevance of male model body size to male consumers.

To read the full article enter 10.1108/JPBM-05-2014-0616 into your search engine.

(A précis of the article “Does size matter? An exploration of the role of body size on brand image perceptions”. Supplied by Marketing Consultants for Emerald.)