Enhancing Brand Appeal: Kelman's Source Insights

Definition of Kelman’s source characteristics: -

Kelman's source characteristics can recognize three distinct features for defining successful marketing communication sources, including source power, source credibility as well source attractiveness.

An attractive source can be defined as the source, with which the receiver can easily identify with or perhaps aspires to become so. A source can turn out to be relatively stronger, if the connection with the products or services, and the can be fruitfully established, unlike the services, which cannot be availed by the common people, generally. This results in stronger emotional bonding with the recognizable brand.

Textbooks on Kelman’s source characteristics: -

You can find detailed information on Kelman’s source characteristics in books like:

Marketing Theory: Philosophy of Science Perspectives, By Ronald F. Bush, Shelby D. Hunt, 2011.

The Social influence Processes, James T. Tedeschi, 1972.

Examples of Kelman’s source characteristics: -

There are ample examples of the brands which use the Kelman’s source characteristics, for promoting their products:

Example 1:

It is common in television commercials to feature a celebrity or an actor, mirroring the lives of common people for example advertisements of washing powders, beauty products, etc.

Example 2:

When a police officer promotes a social message, it can be highly effective among the common masses.

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Kelman's source characteristics, for Allowing the Consumers to Identify with Your Brand

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