Journal ArticleDOI
Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
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TLDR
In this paper, an alternative meaning transfer model is proposed, which shows how meanings pass from celebrity to product and from product to consumer, and the implications of this model for our understanding of the consumer society are considered.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.read more
Citations
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Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,... as mentioned in this paper
Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: In this article, the authors developed a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).
Journal ArticleDOI
Self‐Construal, Reference Groups, and Brand Meaning
TL;DR: In this article, the authors propose that consumers purchase brands in part to construct their self-concepts and, in so doing, form self-brand connections, and they focus on reference groups as a source of brand meaning.
Journal ArticleDOI
You Are What They Eat: The Infulence of Reference Groups on Consumers' Connections to Brands
TL;DR: In this article, reference groups are used as a source of brand associations, which can be linked to one's mental representation of self to meet self-verification or self-enhancement goals.
References
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Journal ArticleDOI
Possessions and the extended self.
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
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The Social Life of Things
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Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods
TL;DR: The authors analyzes the movement of cultural meaning theoretically, showing both where cultural meaning is resident in the contemporary North American consumer system and the means by which this meaning is transferred from one location in this system to another.
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