This study integrates the basic tenets of meaning transfer model in celebrity endorsements and metaphor theory in marketing. Mccrackens meaning transfer model is used as the research method as it is one of the most explanatory models regarding celebrity endorsement. Mccrackens 1989 meaning transfer model suggest that celebrities effectiveness as endorsers stems from the cultural meanings with which they are endowed. The transfer theory relies on the endorsement process described by mccracken 1989. Mccrackens cultural model is of course silent regarding the psychological manifestations of meaning transfer. The meaning transfer process in celebrity endorsements. 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. Mccrackens concepts of communication, personal expression and individualization of the self seem valuable in studying the tattoo.
Ive asked grant mccracken to give two keynote addresses. According to mccracken 1989 the celebrity endorser is a present feature of modern marketing. The effectiveness of the endorser depends, in part, upon the meanings he or she. Aug 08, 20 based on mccracken s 1986 meaning transfer model, the author has created a bodyimage meaning transfer bimt model. Anke jobsky this book deals with the impact of the sociocultural environment on bodyimage in western consumer culture. We adapt mccrackens model of meaning transfer to illustrate the strategies used by older consumers to mediate meanings. The bodyimage meaningtransfer model anke jobsky this book deals with the impact of the sociocultural environment on bodyimage in western consumer culture.
In this conceptual study, we present a literature search and analysis that finds strong support for the validity of all four grand endorsement theories source credibility. Grant mccracken leading cultural anthropologist youtube. Grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. According to this model, celebrities effectiveness as endorsers stems from the cultural meanings with which. 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. In sum, as mccracken 1989 suggested, the meaning transfer model presented is intended to demonstrate that the secret of the celebrity endorsement is largely cultural in nature, and that the study of the celebrity endorsement is improved by a cultural perspective. If the registration is due to expire in the current year, you may renew the vehicle to your birthmonth.
According to mccracken, the meaning attributed to celebrities moves from the celebrity endorser to the product when the two are paired in an advertisement. Jun 02, 2017 grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. Celebrity endorsement meaning transfer model image scale credibility. The central premise of the meaning transfer model is that a celebrity encodes a unique set of meanings that can, if the celebrity is well used. Our research elaborates mccrackens model by investigating a cognitive process underlying meaning transfer. The stories that go with the objects are complex and nuanced and transferring meaning requires consumers active mediation. Meaning transfer model was explained in detail in the previous section. First, when a celebrity endorses a product in an advertisement, the audience forms associations. The meaning transfer model mtm proposed by mccracken 1986, 1989. Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage. Apr 29, 20 finally, however, i happened upon a model that echoes my own conviction. Building on semiotic theory, mccracken 1988 proposes a comprehensive model of the way in which meanings may be grafted onto goods through marketing. Mccracken 1989 proposes the meaning transfer model as a rich and comprehensive description of the endorsement process. Initially many marketing experts predicted that it was.
In another signature essay, mccracken examines the phenomenon of celebrity endorsement, using a cultural meaning transfer model of consumption to illustrate and correct the shortfalls of the dominant psychological model of influence. Then the meaning is drawn from the object and transferred to an individual consumer. Later, mccracken 1989 proposed a similar model of meaning transfer in celebrity endorsements citing the inefficiencies of the source credibility and matchup model. Mccracken s meaning transfer model 1989 this model has the advantage of including affective and cognitive aspects. One particular entity that is often leveraged to help build associations with a new brand is an established brand with which the new brand can partner. The meaning transfer model pictured in the figure builds upon mccrackens 1986 meaning movement model. Abstractthe concept of meaning transfer is relevant in the context of celebrity endorsements but rarely tested because of its complexity. According to this model, celebrities effectiveness as endorsers stems from the cultural meanings with which they are endowed.
Mccracken 1989 explained the effectiveness of celebrity endorsers by assessing the meanings that the. Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage meaningtransfer bimt model. Thus, comprehensive model to explain celebrity endorsements would benefit academicians and practitioners alike. Theoretical framework the meaning transfer model cultural. Mccracken 1989 and colleagues have explained the meaning transfer model and suggest that endorsers who are wellliked and attractive tend to be effective in transferring the meaning to a brand.
Celebrity endorsement has been applied in commercials for several years. Pose like a model this brown hair blue eyes makeup t. The meaning transfer model pictured in the figure builds upon mccracken s 1986 meaning movement model. Apr 12, 2017 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. Current registration on the license plate will transfer with the vehicle. Mar 02, 2010 as a cultural anthropologist, grant mccracken looks at the places where culture and commerce, anthropology and economics meet most often. Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are. Meaning manufacture and movement in the world of goods. The central premise of the meaning transfer model is that a celebrity encodes a unique set of meanings that can, if the celebrity is well used, be transferred to the endorsed product. Finally, however, i happened upon a model that echoes my own conviction. A model of image creation and image transfer in event. A meaning transfer model of the disposition decisions of older. Jun, 2016 of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers.
Mccracken s model explains the strategized movement of meaning from the culturally constituted world to the consumer as operated by the advertisingfashion industries. Mccrackens meaning transfer model 1989 this model has the advantage of including affective and cognitive aspects. The concept of meaning transfer is relevant in the context of celebrity endorsements but rarely tested because of its complexity. Based on mccracken s 1986 meaning transfer model, the author has created a bodyimage. Evaluative conditioning and affect transfer given the scope of mccracken s thesis, it is plausible that celebrity affiliates will influence consumers beliefs and attitudes in numerous ways. Credibility and attractiveness can effectively explain how and why celebrity endorsements work. Alternatively, theorizing by mccracken 1989 offers a more comprehensive explanation based on meaning transfer. Mccracken 1989 suggests that a matchup of attractiveness or expertise alone is insufficient for achieving successful endorsements, positing a model of meaning transfer. Of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers. First, when a celebrity endorses a product in an advertisement, the audience forms. Very few speakers get a second chance at the podium at my events, but grant brings a uniquely insightful, engaged and brilliant perspective to where culture, media, advertising and the internet all slam into each other. As a cultural anthropologist, grant mccracken looks at the places where culture and commerce, anthropology and economics meet most often. In the meaning transfer model, celebrity endorsement is defined as the process where cultural meanings that a celebrity represents are transferred to first the productbrand and from the product. Evaluative conditioning procedures are used as the tool to expose this process.
Discusses moderating variables impacting the strength of the meaning transfer and attitude towards the brand. According to this model, a celebritys effectiveness as an endorser depends on the culturally acquired meaning she brings to the endorsement process. Examining the effectiveness of athlete celebrity endorser. Based on mccracken s 1986 meaning transfer model, the author has created a bodyimage meaning transfer bimt model. That is, meanings associated with the celebrity become associated with the product in the mind of the consumer. The bodyimage meaning transfer model anke jobsky this book deals with the impact of the sociocultural environment on bodyimage in western consumer culture. Meaning resides in culture, which categorizes and differentiates people as belonging to. Theoretical explanations of meaning transfer and schemabasedmodels recent developments matthias roderstein seminar paper business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Grant mccracken has suggested that cultural meaning carried by consumer goods exist in three locations. Mccracken meaning transfer model the structure and transfer of an adequate guide. Mccracken 1986 argued that advertising among other means can be used to transfer a particular kind of cultural meaning from the outside world to a. Mccrackens model explains the strategized movement of meaning from the culturally constituted world to the consumer as operated by the advertisingfashion industries. To complete the meaning transfer process, consumers acquire the meaning in the product through consumption.
Mccracken 1989 mccrackens 1989 meaning transfer model. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an events image associations are transferred to the sponsoring brand through event sponsorship activities. Models of celebrity endorsement strategy uk essays. The model shows how meanings pass from celebrity to product and from product to consumer. Such cobranding arrangements facilitate the transfer of associations to the new brand, whether they be positive james 2005. The study builds on the literature on the various streams in celebrity endorsements and notes the contradictions in each. Presents a model which identifies factors that influence the creation of an events image. 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. In other words, cultural meaning is located in three places.
It is the point where the commodity achieves individuality throughout the process of the transfer of celebritys meanings. Grant mccracken is associate professor, department of con sumer studies. This research enhances our understanding of disposition, role transitions and personobject. Jan 26, 20 grant mccracken has suggested that cultural meaning carried by consumer goods exist in three locations. Understanding meaning transfer in celebrity endorsements. A model of image creation and image transfer in event sponsorship. Mccracken 1986 a theoretical account ofcultural meaning. This article offers a new approach to celebrity endorsement. Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing.
It suggests how cultural discourse and interactions can shape individual consumers understanding of socially good and bad bodies. Evaluative conditioning and affect transfer given the scope of mccrackens thesis, it is plausible that celebrity affiliates will influence consumers beliefs and attitudes in numerous ways. Mccracken 1986 a theoretical account ofcultural meaning of. Mccracken s cultural model is of course silent regarding the psychological manifestations of meaning transfer. According to the meaning transfer model developed by grant mccracken, which of the following statements is true of celebrity endorsers. Out of the four major streams of research, the meaning transfer model mtm mccracken, 1989.
Pdf the meaning transfer process in celebrity endorsements. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. Later, mccracken 1989 proposed a similar model of meaning transfer in. Cultural foundations of the endorsement process journal of consumer research, vol. Viewing the world of celebrity as among the most powerful sources of meaning available to marketers, he explores the. Chapter 6 source, message, and channel factors mccrackens meaning transfer model provides a very interesting perspective on celebrity endorsements.
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