Evaluating the Impact of Celebrity Status and Character Likability on Brand Recognition

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.