scholarly journals When endorsers behave badly: consumer self-expression and negative meaning transfer

2021 ◽  
pp. 1-25
Author(s):  
Jovica Breberina ◽  
Paurav Shukla ◽  
Veronica Rosendo-Rios
Keyword(s):  
Meaning Transfer

The Effect of Celebrity Endorsements on Consumers' Buying Behavior in South West Nigeria

2019 ◽  
pp. 176-194 ◽  
Author(s):  
Stella Amara Aririguzoh ◽  
Emmanuel Mogaji ◽  
Odion Oscar Odiboh
Keyword(s):  
Rural Areas ◽  
Urban Areas ◽  
Pearson Correlation ◽  
Survey Method ◽  
Purchase Decisions ◽  
Buying Behavior ◽  
Celebrity Endorsements ◽  
Transfer Theory ◽  
South West ◽  
Meaning Transfer

Advertisers engage celebrities to endorse their products. This chapter hinges on the meaning transfer theory of McCracken that says that celebrity image can be transferred to items that users buy. Using the survey method, this work examined if celebrity endorsements affect buying. Copies of the questionnaire were administered on 1,516 residents drawn from urban, suburban, and rural areas of Lagos and Ogun States, Nigeria. The Pearson correlation found positive relationships between celebrity endorsements and buyers' decisions. The tests show that celebrity endorsements influence the purchase decisions of the residents, and these buyers' avoidance of a product is more clearly influenced by celebrity endorsements. People buy products because of the celebrities that endorsed them. However, some respondents, especially those in the rural areas, were not as influenced into buying these products as are those from the urban and sub-urban areas. It is advised that advertisers pursue other avenues to draw patronage from this area.

scholarly journals In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

2018 ◽  
Vol 27 (2) ◽  
pp. 203-220 ◽  
Author(s):  
Stefan Scheidt ◽  
Carsten Gelhard ◽  
Juliane Strotzer ◽  
Jörg Henseler
Keyword(s):  
Design Methodology ◽  
Empirical Studies ◽  
Empirical Support ◽  
Transfer Effects ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Attributes ◽  
Meaning Transfer ◽  
Definition Of ◽  
Corporate Brands

Purpose While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes. Design/methodology/approach A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes. Findings This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects. Originality/value This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.

Construal of content

2018 ◽  
Vol 13 (1) ◽  
pp. 27-48
Author(s):  
Christina Healy
Keyword(s):  
American Sign Language ◽  
Sign Language ◽  
Cognitive Model ◽  
Stage Model ◽  
American Sign ◽  
Theoretical Concepts ◽  
Cognitive Linguistic ◽  
Meaning Transfer ◽  
Nuanced Understanding ◽  
Linguistic Approach

Abstract Interpreting requires a nuanced understanding of language, and Wilcox and Shaffer (2005) propose that interpreting is enhanced by adopting a cognitive model of communication rather than the conduit model implicit in many interpreting pedagogy models. The present study used a cognitive linguistic approach to investigate affective constructions in American Sign Language (ASL). Relative cognitive linguistic principles are reviewed in the context of English affective constructions and applied in reporting the ASL findings. Then the article explores how these theoretical concepts can support meaning-transfer work. Specifically, Langacker’s Stage Model (2008) is expanded as a framework for comparing source and target text construals of events and for presenting a message with equivalent impact through different language-specific strategies.

The Use of Myths as an Advertisement Strategy at the Age of Social Media

2015 ◽  
pp. 406-415 ◽  
Author(s):  
Ugur Kilinc
Keyword(s):  
Social Media ◽  
Consumer Behaviour ◽  
Transfer Model ◽  
Collective Unconscious ◽  
Narrative Style ◽  
Narrative Structures ◽  
Symbolic Structure ◽  
Meaning Transfer ◽  
The Relationship

This chapter has been focused on how the myths, which have a narrative style by using symbols, have been used in the advertising sector. Based on this scope, “the myth” concept is considered within Jung's archetype and collective unconscious approach. The idea that advertising, just like the myths, is based on symbolic structure and archetypes, is analyzed in terms of “Meaning Transfer Model” and consumer behaviour. In the praxis of this study, to support the relationship between the myth and the commercial, the latter that is in the sample field is thorougly examined under the light of iconographic analysis. The results of the analysis and the praxis show that myths seem to exist in modern-day mass mediums. The myths in the advertising sector that are used to attract attention and to awaken the feelings of the consumer have symbolic narrative structures, which gives way that they're very likely to be used in the advertising.

The Cultural Meaning Transfer of Fashion Aesthetics

2017 ◽  
Vol 38 (2) ◽  
pp. 107-128 ◽  
Author(s):  
Jie G. Fowler ◽  
James A. Muncy ◽  
Rajesh Iyer
Keyword(s):  
Cultural Meaning ◽  
Meaning Transfer
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