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Journal of Consumer Research, Inc.

Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process Author(s): Grant McCracken Reviewed work(s): Source: Journal of Consumer Research, Vol. 16, No. 3 (Dec., 1989), pp. 310-321 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/2489512 . Accessed: 12/02/2012 13:26
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Celebrity of


Cultural Process




This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed.

he celebrity endorser is a ubiquitous feature of modern marketing. The actor Robert Young, the quarterbackJim…...

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