How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands

被引：90

作者：

Miller, Felicia M. ^{[1
]}

Allen, Chris T. ^{[2
]}

机构：

[1] Marquette Univ, Coll Business Adm, Dept Mkt, Milwaukee, WI 53233 USA

[2] Univ Cincinnati, Lindner Coll Business, Dept Mkt, Cincinnati, OH 45221 USA

来源：

JOURNAL OF CONSUMER PSYCHOLOGY | 2012年 / 22卷 / 03期

关键词：

Celebrity; Brand beliefs; Evaluative conditioning; Mediation; Mature brands; MATCH-UP HYPOTHESIS; PHYSICAL ATTRACTIVENESS; ATTITUDE; MEDIATION; TRUSTWORTHINESS; RESISTANCE; EXPERTISE; ENDORSERS; INFERENCE; STIMULUS;

D O I：

10.1016/j.jcps.2011.11.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2011 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

引用

页码：443 / 452

页数：10

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