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

Journal of Consumer Psychology · 2012 · Volume 22 · Issue 3

DOI: 10.1016/j.jcps.2011.11.001

Abstract

The influence of celebrity spokespersons has largely been examined using source models from the communication literature that feature explicit persuasive messages. Alternatively, theorizing byMcCracken (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.

Keywords

Celebrity, Brand beliefs, Evaluative conditioning, Mediation, Mature brands

Enable JavaScript for citation tools and additional paper interactions.