Meaning transfer model mccracken 1989 taylor

Later, mccracken 1989 proposed a similar model of meaning transfer in. The influence of celebrity spokespersons has largely been examined using source models from the communication literature that feature explicit persuasive messages. Later, mccracken 1989 proposed a similar model of meaning transfer in celebrity endorsements citing the inefficiencies of the source credibility and matchup model. We use cookies to help provide and enhance our service and tailor content and ads. Taylor understands more than many celebs that her fans are a significant portion of her success, and this is a great way to thank them. According to this model, celebrities effectiveness as endorsers stems from the cultural meanings with which they are endowed. Investigating the process of meaning transfer with celebrity affiliates and mature. A content analysis of south korean and us newspaper advertising hyejin paek based largely on mccrackens cultural meaning. Our research elaborates mccrackens model by investigating a cognitive process underlying meaning transfer. Alternatively, theorizing by mccracken 1989 offers a more comprehensive. This study integrates the basic tenets of meaning transfer model in celebrity endorsements and metaphor theory in marketing. The present study thus builds and empirically validates a conceptual model of celebrity endorsements based on the relatively less researched meaning transfer model mtm of mccracken 1989.

Analyzing parasocial influence of celebrity endorsement on. Alternatively, theorizing by mccracken 1989 offers a more comprehensive explanation based on meaning transfer. The concept of meaning transfer is relevant in the context of celebrity endorsements but rarely tested because of its complexity. The meaning transfer model mccracken 1989 explained the effectiveness of celebrity endorsers by assessing the meanings that the consumer associated with the endorser and eventually transfer to the brand by suggesting a three stages meaning transfer model. Thus, comprehensive model to explain celebrity endorsements would benefit academicians and practitioners alike. Are negative associations more likely to transfer than positive associations. Theoretical framework the meaning transfer model cultural. In the present study, the authors aim to investigate the basic components of the meaning transfer model proposed by mccracken 1986, 1989 and outcome of the flow of meaning through celebrity endorsements. Pdf the meaning transfer process in celebrity endorsements. According to mccraken 1989, in the first stage, meanings come from a culturally comprised world, a physical and social world constituted by many ranks and laws and standard of the existing culture. The meaning transfer model mtm proposed by mccracken 1986, 1989. Understanding celebrity endorsers in crosscultural contexts. Social influence 2012, 121, ifirst a risk of meaning transfer.

Understanding celebrity endorsers in crosscultural. A key factor associated with the meaning transfer model is that a customers. Celebrity endorsement in business markets imp group. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. Taylor swifts 1989 campaign is marketing perfection. The model shows how meanings pass from celebrity to product and from product to consumer. Our research elaborates mccrackens model by investigating a cognitive. Understanding meaning transfer in celebrity endorsements. In the next section, mccrackens 1989 meaning transfer model, which includes all the cultural connotations of celebrities, products and consumers, is introduced. The meaning transfer process in celebrity endorsements. Toward a processtransfer model of the endorser effect. Evaluative conditioning procedures are used as the tool to expose this process.