کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882097 | 911916 | 2012 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
The influence of celebrity spokespersons has largely been examined using source models from the communication literature that feature explicit persuasive messages. Alternatively, theorizing by McCracken (1989) offers a more comprehensive explanation based on meaning transfer. Our research elaborates McCracken's model by investigating a cognitive process underlying meaning transfer. Evaluative conditioning procedures are used as the tool to expose this process. To assess celebrity influence as it may operate in the marketplace, well-known brands and well-known celebrities are featured. The results support, at the individual level, McCracken's theoretical axiom concerning meaning transfer from celebrity affiliate to brand.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 22, Issue 3, July 2012, Pages 443–452
Journal: Journal of Consumer Psychology - Volume 22, Issue 3, July 2012, Pages 443–452
نویسندگان
Felicia M. Miller, Chris T. Allen,