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Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

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Author Info
McCracken, Grant
Abstract

This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed. Copyright 1989 by the University of Chicago.

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Publisher Info
Article provided by University of Chicago Press in its journal Journal of Consumer Research.

Volume (Year): 16 (1989)
Issue (Month): 3 (December)
Pages: 310-21
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Handle: RePEc:ucp:jconrs:v:16:y:1989:i:3:p:310-21

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  1. Grier, Sonya A. & Brumbaugh, Anne M., 2002. "Consumer Distinctiveness and Advertising Persuasion," Research Papers 1735, Stanford University, Graduate School of Business. [Downloadable!]
  2. Daniel Krähmer, 2005. "Advertising and Conspicuous Consumption," Discussion Papers 72, SFB/TR 15 Governance and the Efficiency of Economic Systems, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University of Munich. [Downloadable!]
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