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

Grant McCracken
Journal of Consumer Research
Vol. 16, No. 3 (Dec., 1989), pp. 310-321
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489512
Page Count: 12
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Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
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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.

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