Abstract

Celebrity endorsements are a time-tested tactic, but marketers have added a twist: endorsements featuring not actors as themselves but as the characters they play in film or television. In two experiments, the authors investigate these “character endorsements.” Study 1 establishes that a construct that is new to endorsement research, certainty of meaning, helps to advance understanding of how character endorsements operate. Study 2 shows that character endorsers buffer a paired brand against scandal. The authors conclude by discussing theoretical and managerial issues.

中文翻译：

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演员与他们虚构的角色：角色代言如何减轻真实丑闻

摘要

名人代言是一种经过时间考验的策略，但营销人员增加了一个转折点：代言不是以演员本人为特色，而是以他们在电影或电视中扮演的角色为特色。在两个实验中，作者调查了这些“角色认可”。研究 1 确定了背书研究的新结构，即意义的确定性，有助于加深对角色背书运作方式的理解。研究 2 表明，角色代言人可以缓冲配对品牌免受丑闻的影响。作者最后讨论了理论和管理问题。