Mccracken s cultural model is of course silent regarding the psychological manifestations of meaning transfer. Evaluative conditioning procedures are used as the tool to expose this process. Initially, meaning transfer model addressed by mccracken 1989 may seem theoretical. The model 2of symbolic meaning transfer mccracken, 1986 is used as a lens of interpretation for this study. The effectiveness of the endorser depends, in part, upon the meanings he or she. We adapt mccracken s model of meaning transfer to illustrate the strategies used by older consumers to mediate meanings. Adopting an interpretive methodology, we build on mccrackens 1986. Pdf the meaning transfer process in celebrity endorsements.
Advertisement and airtel essay sample new york essays. Examining the effect of endorser credibility on the. Mccracken 1989 suggests that a matchup of attractiveness or expertise alone is insufficient for achieving successful endorsements, positing a model of meaning transfer. As in other persuasive communication research, most endorser studies follow the. Mccrackens journal of consumer research, 1986 and 71 model of the meaning transfer process gained influence about thirty years ago, but experimental studies of the processes it posited have been limited in their scope. Brands can be symbols whose meaning is used to create and define a consumers selfconcept levy 1959. This interaction between consumer and product is modelled by mccrackens 1986 model of symbolic meaning transfer, which served as the studys lens of interpretation. This study is built on the theoretical foundation of mccrackens 1987, 1989 cultural meaning transfer model of advertising, and examines the meanings intended in selfdesigned print advertisements for a fictitious brand of athletic shoes. The influence of attractiveness and expertise on celebrity. Aug 08, 20 based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage meaningtransfer bimt model. A cultural exploration of consumers interactions and relationships with celebrities abstract this paper offers a cultural exploration of young adult consumers everyday interactions and relationships with celebrities. 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 brand. Theoretical framework the meaning transfer model cultural.
Mccrackens meaning transfer model is composed of three stages. Understanding meaning transfer in celebrity endorsements. Role of media in consumption meaning systems mccracken 1986 introduced the meaning transfer model that posited that the media are cultural intermediaries or gatekeepers the conveyor belts of meaning transfer. Journal of international business and cultural studies volume 12.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. The impact of cultural values on meanings intended in self. Cultural foundations of the endorsement process journal of consumer research, vol. Examining the effect of endorser credibility on the consumers. Celebrity endorsers are important as they add value to a company, brand or product through the process of meaning transfer amos et al. 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. Then the meaning is drawn from the object and transferred to an individual consumer. Using the fashion system as an example, he argued that cultural meanings are newly created by opinion leaders or.
First, an initial set of meanings become attributed to the endorser based on his or her known background e. A framework for crosscultural consumer research laila shin rohani, phd assistant professor. A quantitative study of the effect of celebrity endorsers on. This culture assigns meaning to various people, objects and types of behaviour. Mccrackens is less a stepbystep model than a guide in which to understand the functions and cultural meanings inherent in clothing and consumer goods. Pursuing the meaning of meaning in the commercial world. A meaning transfer model of the disposition decisions of. The meaning transfer model was developed by mccracken, and consists of three stages showing the transfer of characteristicsmeanings 1989, pp. 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. A cultural exploration of consumers interactions and. First, when a celebrity endorses a product in an advertisement, the audience forms associations. In the present study, the authors aim to investigate the basic components of the meaning transfer model proposed by mccracken 1986. Apr 29, 20 finally, however, i happened upon a model that echoes my own conviction.
The meaning transfer model mtm proposed by mccracken 1986, 1989. Jun, 2016 of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers. 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. Meaning manufacture and movement in the world of goods. Assessing the relationship between celebrityproduct congruence and endorser credibility item menu. Grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. Alternatively, theorizing by mccracken 1989 offers a more comprehensive explanation based on meaning transfer. Conceptual model of training transfer the conceptual model of the training transfer process proposed in the present study is based in large part on the baldwin and ford model of the transfer process 1988. Mccrackens concepts of communication, personal expression and individualization of the self seem valuable in studying the tattoo. Jun 18, 20 adopting an interpretive methodology, we build on mccrackens 1986, 1989 important work on culturalmeaning transfer, and integrate a contemporary understanding of consumers as cocreators of meaning, in order to explore their everyday experiences with celebrities. Of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers. 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. Effect of celebrity endorsement in advertising activities.
Many models and theories on celebrity endorsement have emphasized endorserproduct relationships and endorseraudience relationships that play a major role in how well endorsement messages influence audiences charbonneau and garland, 2005. According to meaning transfer model mccracken, 1986. Mccracken 1986 a theoretical account ofcultural meaning of. Mccracken 1986 a theoretical account ofcultural meaning. Meaning resides in culture, which categorizes and differentiates people as belonging to. According to this model, consumption actions are a means of transferring symbolic meaning from products to an individuals self. Effect of celebrity endorsement in advertising activities by. Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage. This paper offers a cultural exploration of young adult consumers everyday interactions and relationships with celebrities. 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. Further when mccracken describe the role of advertising and the fashion system in order to transfer meaning to consumer goods, despite his sharp observation of advertising process and the fashion system, he failed to. The bodyimage meaningtransfer model anke jobsky this book deals with the impact of the sociocultural environment on bodyimage in western consumer culture.
Jan 26, 20 grant mccracken has suggested that cultural meaning carried by consumer goods exist in three locations. 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. However, mccrackens description of the transfer process. The stories that go with the objects are complex and nuanced and transferring meaning requires consumers active mediation. Janis and kelley 1953, source attractiveness kahle and homer 1985. Mccrackens cultural model is of course silent regarding the psychological manifestations of meaning transfer. We adapt mccrackens model of meaning transfer to illustrate the strategies used by. Models of celebrity endorsement strategy uk essays. Examining the effectiveness of athlete celebrity endorser. This transfer of symbolic meaning is completed through the act of consumption. Meaning resides in culture, which categorizes and differentiates people as. Mccrackens 1986 model of meaning transfer asserts that such meaning originates in the culturally constituted world, moving into goods via the fashion system, word of mouth, reference groups, subcultural groups, celebrities, and the media. This research enhances our understanding of disposition, role transitions and personobject. It suggests how cultural discourse and interactions can shape individual consumers understanding of socially good and bad bodies.
In this model, he proposes that celebrity endorsers are special cases of meaning transfer. According to mccracken 1986, marketing gatekeepers such as advertisers and fashion designers begin by selecting key meanings residing in cultural categories e. Our research elaborates mccracken s model by investigating a cognitive process underlying meaning transfer. 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. Associative learning theory details that, celebrity endorsements influence brand image through a transfer of meaning from the endorser to the brand till, 1998. Jun, 2016 understanding meaning transfer in celebrity endorsements. It emphasizes the notable impact of mainstream advertising, media, and celebrity culture. Ford 1988 model of the training transfer process as another organizational factor in the work environment that impacts training transfer.
The models limitation is its inability to define and measure celebrity characteristics that are important for individual product categories and brands. Download scientific diagram mccrackens meaning transfer model source. Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage meaningtransfer bimt model. In other words, cultural meaning is located in three places. We think that mccrackens meaning transfer model 1989, which includes all the cultural connotations of celebrity, is more suitable, as it explains the endorsement process as a whole. Assessing the relationship between celebrityproduct. Jun 02, 2017 grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. A quantitative study of the effect of celebrity endorsers. Grant mccracken advances a model that encapsulates how meaning flows. Mccrackens meaning transfer model 1989 this model has the advantage of including affective and cognitive aspects. 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. Mccrackens 1988 model of meaning transfer asserts that meaning originates in the culturallyconstituted word, moves into goods through fashion systems, word of mouth, reference groups, and the media, and finally moves from the goods to the consumers. Industry reports suggest the share of celebrity advertisements as a percentage of the total ads to be as high as 2530% in western countries choi et al.
In the present study, the authors aim to investigate the basic components of the meaning transfer model proposed by mccracken 1986, 1989 and. Adopting an interpretive methodology, we build on mccrackens 1986, 1989 important work on culturalmeaning transfer, and integrate a contemporary understanding of consumers as cocreators of meaning, in order to explore their. Our research elaborates mccrackens model by investigating a cognitive process underlying meaning transfer. The symbolic meanings of products are important as consumers use these to build their selfimage. The model is born within the parameters of society creating and adding credence to things in order to give them meaning. 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. The meaning transfer model looks at the topic from a cultural perspective. The meaning transfer process in celebrity endorsements. A conceptual model of training transfer that includes the. Finally, however, i happened upon a model that echoes my own conviction.