Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/338804 
Year of Publication: 
2025
Citation: 
[Journal:] Businesses [ISSN:] 2673-7116 [Volume:] 5 [Issue:] 2 [Article No.:] 19 [Year:] 2025 [Pages:] 1-26
Publisher: 
MDPI, Basel
Abstract: 
The use of product and service brands by popular movie characters has long been a powerful marketing tool, boosting brand awareness and enhancing brand image. Product placement-the appearance of brands in films-not only increases visibility but also provides vital financial support for film production, particularly in big-budget blockbusters. However, an interesting question arises: to what extent do filmmakers and brands align brand values with the personalities of film characters? Is the goal solely to maximize exposure, or is there a conscious effort to create authentic pairings that resonate with audiences? This study examines the appearance of product and service brands in the Marvel Cinematic Universe, focusing specifically on two main characters: Iron Man (Tony Stark) and Captain America (Steve Rogers). We analyzed 11 Marvel Studios films released between 2008 and 2019, documenting brand appearances and evaluating their alignment with the characters' personalities. By applying personality typology models (Aaker, Mark and Pearson, MBTI, NERIS Type Explorer), we developed detailed profiles of both the movie characters and the associated brands. The findings reveal that while brand placements are extensive, there is often a deliberate effort to pair them with characters in ways that reinforce authenticity and strengthen audience connections. This benefits filmmakers, audiences, and brands alike by enhancing credibility and fostering emotional engagement.
Subjects: 
brand placement
brand-character alignment
character branding
consumer engagement
Marvel Cinematic Universe
movie sponsorship
personality typology
product placement
superheroes
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
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