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

1989/12/01 by Grant McCracken · 11 citations
Business, Management and Accounting · Arts and Humanities · #Consumer Behavior in Brand Consumption and Identification #Wine Industry and Tourism #Art History and Market Analysis

paper · doi:10.1086/209217

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.

Citations

• Possessions and the Extended Self
• The Persuasive Effect of Source Credibility: Tests of Cognitive Response
• The Influence of Source Credibility on Communication Effectiveness

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• The impact of social media fashion influencers' relatability on purchase intention: The mediating role of perceived emotional value and moderating role of consumer expertise
• Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities
• Identification as a mediator of celebrity effects
• Signalling Effects of Vlogger Popularity on Online Consumers
• Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images
• How Consumers Consume Social Media Influence
• Celebrities, air travel, and social norms
• Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong
• Factors predicting the effectiveness of celebrity endorsement advertisements
• Sport sponsorship as distinctive competence

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• Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework
• Factors predicting the effectiveness of celebrity endorsement advertisements
• The effectiveness of celebrity endorsements: a meta-analysis
• Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong
• Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities