A Study of the Influence of Endorser Type and Product Type on Consumer Brand Attitudes in Era Z

Wang sheng Hu Jingwei Xia ^*

• Anhui University of Finance and Economics, Bengbu, China

As virtual influencers gain popularity among Generation Z consumers, companies increasingly rely on these digital personas for brand endorsement. However, little is known about how virtual versus human endorsers influence brand outcomes, especially when considering different product types. This study addresses this gap by examining how Generation Z consumers' brand attitudes are shaped by virtual and human endorsers promoting utilitarian versus hedonic products. Our findings reveal that virtual endorsers generate more favorable brand attitudes for utilitarian products, while human endorsers are more effective for hedonic products. The relationship between endorser type and product type is mediated by perceived consistency, with functional consistency influencing attitudes toward tangible products and self-image consistency influencing attitudes toward hedonic products. These insights offer practical guidance for companies in selecting the most effective brand endorsers based on product type, optimizing marketing strategies to enhance consumer engagement and brand outcomes.