Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are associated in different ways (co-branding vs. e...

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Veröffentlicht in:	International journal of advertising 2022-08, Vol.41 (6), p.1017-1037
Hauptverfasser:	Tian, Shiyun, Tao, Weiting, Hong, Cheng, Tsai, Wan-Hsiu Sunny
Format:	Artikel
Sprache:	eng
Schlagworte:	brand awareness brand belief celebrity endorsement co-branding consumer inference meaning transfer secondary associations
Online-Zugang:	Volltext
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