Transferring Meaning From Cultural Entities to Brands

Marketers often pair brands with cultural entities such as people, places, images, events, and other brands in order to transfer associations from the cultural entity to the brand (McCracken 1986). In a preliminary experiment, we investigate the process of meaning transfer from a celebrity to a fictional watch brand. We also explore whether the inferred motivation of the endorser moderates the transfer of meaning. Our results suggest that personality traits originally associated with an endorser can transfer to a brand even when consumers infer that the celebrity’s endorsement is commercially motivated.



Citation:

Margaret C. Campbell and Caleb Warren (2008) ,"Transferring Meaning From Cultural Entities to Brands", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 917-917.

Authors

Margaret C. Campbell, University of Colorado, Boulder
Caleb Warren, University of Colorado, Boulder



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

Metaphorically Transgressing the Brand Relationship

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.