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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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

Grant McCracken
DOI: http://dx.doi.org/10.1086/209217 310-321 First published online: 1 December 1989

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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