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Why Brad Pitt?

Author

Listed:
  • Erika KULCSAR

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

  • Janos LAZAR

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

Abstract

The study of visual identity elements is a popular area for researchers as they can make a key contribution to the commercial success of a particular brand. Personas/characters, in turn, are one of the most important elements of visual identity, because through them the brand communicates to the target segment those values that define its (i.e. the brand’s) personality. Brad Pitt is an internationally known celebrity: a much discussed global phenomenon. However, investigations into the correlation between Brad Pitt’s professional life and celebrity endorsement represent a gap. This paper is based on the following main objectives: to identify (1) those traits, characteristics that define the actor Brad Pitt and (2) those aspects, values that can be captured in the advertising campaigns included in the analysis.

Suggested Citation

  • Erika KULCSAR & Janos LAZAR, 2023. "Why Brad Pitt?," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2023_2_1_kulcsar
    as

    Download full text from publisher

    File URL: https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_2_2023.pdf
    File Function: Revised version, 2023
    Download Restriction: no
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    More about this item

    Keywords

    Brad Pitt; celebrity endorsement; authenticity;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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