How Brands Can Use an Endorser’s Smile More Effectively

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Summary

A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.

Author's bios:

Chun-Tuan Chang (ctchang@faculty.nsysu.edu.tw) is a Distinguished Professor in the Department of Business Management at National Sun Yat-sen University in Taiwan. Her research interests include prosocial behavior, cause-related marketing and consumer behavior.

Hsiao-Ching Lee (hclee@nkust.edu.tw) is a professor in the department of international business at National Kaohsiung University of Science and Technology in Taiwan. Her research interests include advertising, consumer consumption behavior, green marketing and service marketing.

Yu-Kang Lee (yklee@faculty.nsysu.edu.tw) is a professor in the department of political economy at National Sun Yat-sen University. He specializes in research on nonproﬁt advertising, policy marketing, political communication and smartphone addiction.

Hui-Wen Chang (nancy56045826@gmail.com) is a senior specialist at Cathay Life Insurance Co., Ltd. She received her MBA from National Sun Yat-sen University under the supervision of Dr. Chun-Tuan Chang. Her research interests lie in consumer behavior and marketing management.