Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage meaningtransfer bimt model. Endorser beschreibt mccracken 1989 anhand eines dreistufigen modells. Grant mccracken has suggested that cultural meaning carried by consumer goods exist in three locations. Thus, comprehensive model to explain celebrity endorsements would benefit academicians and practitioners alike.
The stories that go with the objects are complex and nuanced and transferring meaning requires consumers active mediation. 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. Finally, the image transfer theory gwinner, 1997, which allows us to measure sponsorship effectiveness levels to increase sponsor product purchase intentions. Celebrity endorsement has been applied in commercials for several years. Mccracken 1989 suggests that a matchup of attractiveness or expertise alone is insufficient for achieving successful endorsements, positing a model of meaning transfer. Grant mccracken leading cultural anthropologist youtube. First, an initial set of meanings become attributed to the endorser based on his or her known background e. The effectiveness of the endorser depends, in part, upon the meanings he or she. Grant mccracken this article offers a new approach to celebrity endorsement. Meaning manufacture and movement in the world of goods.
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. Viewing the world of celebrity as among the most powerful sources of meaning available to marketers, he explores the. We adapt mccrackens model of meaning transfer to illustrate the strategies used by older consumers to mediate meanings. Transfer definition in the cambridge english dictionary. This study integrates the basic tenets of meaning transfer model in celebrity endorsements and metaphor theory in marketing. To assess celebrity influence as it may operate in the marketplace, wellknown brands and wellknown celebrities are featured. 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. Such cobranding arrangements facilitate the transfer of associations to the new brand, whether they be positive james 2005. In this model, he proposes that celebrity endorsers are special cases of meaning transfer. Celebrities have cultural meaning they transfer the meaning to the endorsed brands the meanings transfer to the consumer.
Meaning transfer model was explained in detail in the previous section. Hierauf aufbauend hat mccracken mit dem meaningtransfermodell einen ansatz. To complete the meaning transfer process, consumers acquire the meaning in the product through consumption. Cultural foundations of the endorsement process journal of consumer research, vol. Jan 26, 20 grant mccracken has suggested that cultural meaning carried by consumer goods exist in three locations. A meaning transfer model of the disposition decisions of older consumers abstract this paper explores older consumers contemplation of and disposition of valued possessions. Our research elaborates mccrackens model by investigating a cognitive process underlying meaning transfer. Mccracken meaning transfer model the structure and transfer of an adequate guide. Credibility and attractiveness can effectively explain how and why celebrity endorsements work.
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. In the final stage of the meaning transfer model developed by grant mccracken the meanings that celebrities have given to products are transferred to consumers. According to this model, celebrities effectiveness as endorsers stems from the cultural meanings with which they are endowed. Jun, 2016 of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers. Mccrackens meaning transfer model 1989 this model has the advantage of including affective and cognitive aspects. Mccracken s cultural model is of course silent regarding the psychological manifestations of meaning transfer. Theoretical framework the meaning transfer model cultural. Examining the effectiveness of athlete celebrity endorser. Of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers. Mccrackens cultural model is of course silent regarding the psychological manifestations of meaning transfer.
According to the meaning transfer model mccracken, 1989, simply by mere association and repeated exposure, the qualities of the endorser become associated with the product. Finally, however, i happened upon a model that echoes my own conviction. Understanding meaning transfer in celebrity endorsements. Apr 29, 20 finally, however, i happened upon a model that echoes my own conviction. Mccracken 1986 a theoretical account ofcultural meaning. According to the meaning transfer model developed by grant mccracken, which of the following statements is true of celebrity endorsers. Mccrackens meaning transfer model is used as the research method as it is one of the most explanatory models regarding celebrity endorsement. One simple tactic used to promote a beauty product, a product fundamentally designed to enhance your attractiveness, is to employ a beautiful celebrity to endorse it. 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. In other words, cultural meaning is located in three places.
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. A television commercial for elate perfume features a woman walking along a beach. It is the point where the commodity achieves individuality throughout the process of the transfer of celebritys meanings. Later, mccracken 1989 proposed a similar model of meaning transfer in. Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing. The study builds on the literature on the various streams in celebrity endorsements and notes the contradictions in each.
First, when a celebrity endorses a product in an advertisement, the audience forms associations. 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. This process is based on the idea that, in the consumer society, which is organized around culture, celebrities have a. In the first of a threestage process, the celebrity acquires meaning from his or her public roles. Ftcs disclosure regulations meaning transfer model. Pdf the meaning transfer process in celebrity endorsements. The results support, at the individual level, mccrackens theoretical axiom concerning meaning transfer from celebrity affiliate to brand. 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. 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. How does celebrity endorsement affect consumers perception. Evaluative conditioning procedures are used as the tool to expose this process. Speaking grant talking about the work he did for netflix.
First, when a celebrity endorses a product in an advertisement, the audience forms. Abstractthe concept of meaning transfer is relevant in the context of celebrity endorsements but rarely tested because of its complexity. The transfer theory relies on the endorsement process described by mccracken 1989. Based on mccracken s 1986 meaning transfer model, the author has created a bodyimage meaning transfer bimt model. The ad attempts to connect the womans physical beauty to the attractiveness of the perfume. 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. Then the meaning is drawn from the object and transferred to an individual consumer. Which of the following statements is true of source power.
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. Later, mccracken 1989 proposed a similar model of meaning transfer in celebrity endorsements citing the inefficiencies of the source credibility and matchup model. Mccracken 1989 proposes the meaning transfer model as a rich and comprehensive description of the endorsement process. Alternatively, theorizing by mccracken 1989 offers a more comprehensive explanation based on meaning transfer. 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. 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. Mccracken 1989 proposes that it is the celebritys cultural meaning and the transfer of that meaning that drives endorsement outcomes. It suggests how cultural discourse and interactions can shape individual consumers understanding of socially good and bad bodies. 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.
Involvement and image transfer in sports sponsorship. Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage. Anke jobsky this book deals with the impact of the sociocultural environment on bodyimage in western consumer culture. According to mccracken, the meaning attributed to celebrities moves from the celebrity endorser to the product when the two are paired in an advertisement. Ftcs disclosure regulations meaning transfer model mccracken. The source models tell us about degrees of attractiveness and credibility. Grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. The bodyimage meaningtransfer model anke jobsky this book deals with the impact of the sociocultural environment on bodyimage in western consumer culture. 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.
Mccracken s meaning transfer model 1989 this model has the advantage of including affective and cognitive aspects. 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. 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. 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. Mar 02, 2010 as a cultural anthropologist, grant mccracken looks at the places where culture and commerce, anthropology and economics meet most often. Meaning resides in culture, which categorizes and differentiates people as belonging to. This research enhances our understanding of disposition, role transitions and personobject. Mccracken 1986 a theoretical account ofcultural meaning of. 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. The meaning transfer model mtm proposed by mccracken 1986, 1989. Pose like a model this brown hair blue eyes makeup t.
This article offers a new approach to celebrity endorsement. Aug 08, 20 based on mccracken s 1986 meaning transfer model, the author has created a bodyimage meaning transfer bimt model. According to mccracken 1989 the celebrity endorser is a present feature of modern marketing. Dec 15, 2019 half a century of research on celebrity endorsement has led to the advancement of four grand celebrity endorsement theories. That is, meanings associated with the celebrity become associated with the product in the mind of the consumer.
A meaning transfer model of the disposition decisions of. Jun 02, 2017 grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. Our research elaborates mccracken s model by investigating a cognitive process underlying meaning transfer. According to this model, celebrities effectiveness as endorsers stems from the cultural meanings with which. No consumer research has explored this facet of aging or ways in which identity preservation strategies are enacted through disposition. Ive asked grant mccracken to give two keynote addresses. 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.