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How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands
Author(s) -
Miller Felicia M.,
Allen Chris T.
Publication year - 2012
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2011.11.001
Subject(s) - meaning (existential) , psychology , process (computing) , advertising , social psychology , computer science , business , psychotherapist , operating system
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.