Does size matter? An exploration of the role of body size on brand image perceptions
(2015)
Journal Article
Watson, A., Lecki, N. K., & Lebcir, M. (2015). Does size matter? An exploration of the role of body size on brand image perceptions. Journal of Product and Brand Management, 24(3), 252-262. https://doi.org/10.1108/jpbm-05-2014-0616
Purpose
This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions.
Design/methodology/approach
An experimental design was used whereby the model’s body size in a fictitious advert was digitally man...
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