Abstract Brands use spokescharacters like Hello Kitty and Miss Piggy to successfully market products like candy, cereal, and fast food to both adults and children. Recently, advertisers and brands began using spokescharacters to promote luxury products like jewelry, handbags, and makeup to adult women, perhaps to tap into women’s nostalgic feelings about these characters from childhood. This study examines whether traditional Match Up perspectives apply to celebrity spokescharacters for luxury brands, and whether women’s proneness to nostalgia affected brand perceptions. Women assessed two popular spokescharacters (Miss Piggy and Hello Kitty) in terms of their credibility and fit with products in two luxury product categories: makeup and handbags. Results showed that fit was influenced by perceptions of spokesperson attractiveness and expertise, as well as the specific product category. Trustworthiness, a construct important in assessing fit with “real” celebrities, did not affect fit for celebrity spokescharacters. Women’s proneness to nostalgia influenced perceptions of attractiveness, trustworthiness, and expertise but did not influence perceptions of fit.

中文翻译：

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谁，莫伊？探索名人代言人与奢侈品牌之间的契合度

摘要品牌使用Hello Kitty和Piggy小姐等代言人向成年人和儿童成功销售糖果，谷物和快餐等产品。最近，广告商和品牌开始使用代言字符向成年女性推广奢侈品，例如珠宝，手袋和化妆品，也许是为了激发女性对童年时期对这些角色的怀旧感觉。这项研究调查了传统的“匹配”观点是否适用于奢侈品牌的名人代言人，以及女性的怀旧倾向是否会影响品牌认知度。妇女根据信誉和是否适合化妆品和手提包这两种奢侈品类别中的两种产品来评估两个受欢迎的代言人（Piggy小姐和Hello Kitty小姐）。结果表明，适合度受发言人吸引力和专业知识的影响，以及特定的产品类别。可信度是评估与“真实”名人的契合度的重要构成，但并不影响名人代言人的适合度。妇女的怀旧倾向会影响吸引力，可信赖性和专业知识，但不会影响适合感。