Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882097 | Journal of Consumer Psychology | 2012 | 10 Pages |
Abstract
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Felicia M. Miller, Chris T. Allen,