Transferring Meaning From Cultural Entities to Brands

Margaret C. Campbell, University of Colorado, Boulder
Caleb Warren, University of Colorado, Boulder
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.
[ to cite ]:
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.