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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 manipulated to create four advertising images with an underweight, slender, average and obese model size (all other factors remained constant). Through an intercept survey of German female consumers, respondents were exposed to one of the four images, and asked questions pertaining to their brand image perceptions. Findings – The findings suggest that for older consumers, model body size has no significant impact on their brand image perceptions. For younger consumers (18-25), there was some limited evidence of how a positive brand image affects when a slender model size is used, but there was no evidence that underweight models have a more positive impact on brand image. Research limitations/implications – The sample was restricted to a single German city (Berlin...

Does size matter? An exploration of the role of body size on brand image perceptions