Jain, Varsha; Roy, Subhadip - In: Qualitative Market Research: An International Journal 19 (2016) 3, pp. 266-286
Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has … “Meaning Transfer Model” proposed by McCracken (1986, 1989) and outcome of the flow of meaning through celebrity endorsements … contribution of the present study is the development of a measurable and applicable model of meaning transfer in celebrity …