Meaning Transfer Model Celebrity Endorsement

12152019 Half a century of research on celebrity endorsement has led to the advancement of four grand celebrity endorsement theories.

Meaning transfer model celebrity endorsement. According to McCracken 1989 who addressed the endorsement process from a cultural perspective said that the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand Schlecht 2003. Because celebrity endorsement is a technique which features celebrities to endorse a product. Thereby it presents a conceptual model of meaning transfer using metaphors as the explaining thread.

Most scholars have adopted the meaning transfer model proposed 30 years ago by Grant McCracken as the most appropriate theory to explain effective celebrity endorsements. Where creative ads are more prone towards logic or humour celebrity endorsements mainly focus on the strengths of the celebrity and more often it mainly tends to make the celebrity speak directly to the public I use this brand do you and in essence the celebrity. Most scholars have adopted the meaning transfer model proposed 30 years ago by Grant McCracken as the most appropriate theory to explain effective celebrity endorsements.

These celebrities need not to be necessarily an international superstar but they should be extremely familiar to their target audience. McCracken 1989 proposed a model where the celebrity was considered as a storehouse of meaning that get transferred to the product brand via advertisements and social processes. 6132016 The findings indicate seven themes of celebrity meaning namely personality credibility physical appearance feelings performance values and cogent power.

10282015 Marketing implications of Celebrities Endorsement. The study builds on the literature on the various streams in celebrity endorsements and notes the contradictions in each. Research Methodology Secondary.

The possibility of reverse meaning transfer and the change of celebrity meanings overtime were also observed. Most meanings were found to be transferred to a brand via the endorsement. It says that the meaning of a celebrity endorsement derived by a celebrity transfers to endorsed brand via three stages of process.

12192008 McCracken 40 highlighting the limitations of the source models puts forward a three-stage Meaning Transfer model which has been adopted as the model that comes closest to conceptualising the process. Of celebrity endorsement into a particular brand has been explained by McCraken 16 introducing Meaning Transfer Model. This meaning used to describe what a celebrity represents is derived from the professional persona and environment of the celebrity.