Jun 13, 2016 · 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 …

Jun 13, 2016 · The major contribution of the present study is the development of a measurable and applicable model of meaning transfer in celebrity endorsements, along with a set of testable …

Oct 17, 2025 · The Meaning Transfer Model (MTM) (Fig. 1), developed by McCracken (1989), explains how cultural meanings are embedded in consumer goods through advertising and consumption.

Jul 1, 2012 · In this paper we propose and test a micro-level model based on the simple premise that, if meaning is to transfer from celebrity to brand as a result of mere co-occurrence, then that meaning …

We extend the research on celebrity endorsement and on meaning transfer, both of which tend to focus on positive meaning, to examine the transfer of both positive and negative associations from …

This study integrates the basic tenets of meaning transfer model in celebrity endorsements and metaphor theory in marketing. The study builds on the literature on the various streams in celebrity …

Jan 1, 2015 · According to McCraken (1989), in the first stage, meanings come from a culturally comprised world, a physical and social world constituted by many ranks and laws and standard of …

In the quest for a comprehensive model of celebrity endorsements, we aim to investigate the basic components of the "Meaning Transfer Model" of McCracken (1986, 1989) using an interpretive …

The present study thus builds and empirically validates a conceptual model of celebrity endorsements based on the relatively less researched ‘Meaning Transfer Model’ (MTM) of McCracken (1989).

Sep 1, 2023 · The meaning transfer model (MTM) is a key theory that explains the effects of celebrity endorsement in three consecutive stages: pre-endorsement (meanings), endorsement (transfer), and …