LATEST PSYCHOLOGY

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...

from All BPS Articles https://ift.tt/2DGnurb