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- Title
Celebrity versus film persona endorsements: Examining the effect of celebrity transgressions on consumer judgments.
- Authors
Kennedy, Amanda; Baxter, Stacey M.; Ilicic, Jasmina
- Abstract
This study introduces film personas (e.g., Hermione Granger, Jack Sparrow, Bridget Jones) as effective brand endorsers. A three study, mixed‐method approach is used. Results show that a film persona (e.g., Legolas, from Lord of The Rings, vs. celebrity, Orlando Bloom) is a more (less) effective endorser (i.e., resulting in more positive attitudinal and behavioral judgments). Exploratory findings indicate that this may be due to film personas possessing a tight (vast) association set, which is more (less) easily transferred onto the endorsed brand. Results of this study also illustrate that endorsed brands are shielded from the negative effects of celebrity transgressions when they are featured as their film persona in an endorsement. This study has important implications for advertisers in the choice and execution of their advertisements featuring celebrities.
- Subjects
ADVERTISING endorsements; JUDGMENT (Psychology); CONSUMER attitudes; MIXED methods research; TRANSGRESSION (Ethics); PERSONA (Motion pictures); QUANTITATIVE research
- Publication
Psychology & Marketing, 2019, Vol 36, Issue 2, p102
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.21161