TITLE:
Virtual Brand Endorser Attributes and Consumer Responses: Perceived Credibility and Acceptance among Middle-Aged Consumers
AUTHORS:
Jin Wang
KEYWORDS:
Virtual Brand Endorsers, Perceived Credibility, Perceived Age Similarity, Consumer Acceptance, Middle-Aged Consumers
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.16 No.11,
November
11,
2026
ABSTRACT: This study examines how perceived age similarity, lifelike endorsement scenario fit, visual identity fit, and cultural value fit relate to VBE acceptance and perceived credibility among middle-aged Chinese consumers. An online questionnaire yielded 318 valid responses, which were analysed using Pearson correlation, linear regression, and one-way ANOVA. The results showed that perceived age similarity was positively associated with VBE acceptance. Lifelike endorsement scenario fit and cultural value fit were also positively associated with perceived credibility. For visual identity fit, perceived credibility differed significantly between the low-fit group and both the middle- and high-fit groups, whereas the difference between the middle- and high-fit groups was not statistically significant. The findings therefore point to different patterns in how consumers evaluate VBEs: age similarity was associated with acceptance, while scenario fit, visual identity fit, and cultural value fit were examined in relation to credibility. The study adds evidence on VBE evaluation among middle-aged Chinese consumers and offers considerations for brands designing virtual endorsers for this audience.