Celebrity versus film persona endorsements: examining the effect of celebrity transgressions on consumer judgments

Amanda Kennedy, Stacey M. Baxter, Jasmina Ilicic

Research output: Contribution to journalArticleResearchpeer-review

4 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)102-112
Number of pages11
JournalPsychology and Marketing
Volume36
Issue number2
DOIs
Publication statusPublished - Feb 2019

Keywords

  • attitude
  • behavior
  • celebrity
  • endorsement
  • film persona
  • transgression

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