Actors versus Their Fictional Personas: How Character Endorsements Mitigate Real Scandal
研究提出“意义确定性”这一新概念，通过两个实验发现，用演员在影视中的角色形象做代言（角色代言）能帮助品牌抵御丑闻冲击。
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.