Abstract
Although, extant studies have explored consumer-character relationship within a programme (Karrh, 1998, Scott and Craig Lees, 2003 and Russell and Stern, 2006), no study has explored the effect of celebrity status of an actor portraying a character in any given placement sequence. This paper seeks to extend current understanding of brand placements by attempting, for the first time, to establish a link between popularity of a celebrity and memory effects. It also examines the mediating role of character likability and multiple shots as mise-en-scene strategies and their influence on brand recognition.
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© 2015 Academy of Marketing Science
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Kumar, A., Balabanis, G. (2015). Evaluating the Impact of Celebrity Status and Character Likability on Brand Recognition. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_112
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DOI: https://doi.org/10.1007/978-3-319-10912-1_112
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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