No abstract

Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. 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 through celebrity endorsements. Design/methodology/approach The authors used an interpretive approach to address four broad research questions framed after a comprehensive literature review. Eight focus group discussions (FGD) (along with embedded word association techniques) were conducted among audience from heterogeneous demographic backgrounds from India. Content and thematic analysis were carried out on the FGD transcripts and the word association test results to generate findings. Findings The findings indicate seven themes of celebrity meaning, namely, personality, credibility, physical appearance, feelings, performance, values and cogent power. Most meanings were found to be transferred to a brand via the endorsement. The possibility of reverse meaning transfer and the change of celebrity meanings overtime were also observed. Research limitations/implications 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 propositions. Practical implications The findings provide a guiding framework for practitioners who would like to use a celebrity endorsement strategy. Originality/value This is one of the first attempts to develop a comprehensive model of meaning transfer in celebrity endorsements that includes sub-constructs of “meaning” and the moderators in the process.

The objective of the research reported in this paper was to develop and test a model of brand personality-celebrity endorser personality congruence and its impact on consumers' attitudes and intentions. In particular, the study drew on social adaptation and attribution theories to develop hypotheses related to the impact of this congruence on consumers' perceptions of endorser credibility and suitability, and the subsequent impact of these perceptions on consumers' attitudes and intentions. The study was motivated by recent attention being paid to the importance of personality in choosing celebrities for product endorsements and the fact that the brand personality-celebrity endorser personality congruence has not been explored before. The model was tested based on data obtained from a sample of participants in India. Results from path analyses indicated a positive and significant impact of personality-based congruence on endorser credibility and suitability, which, in turn, positively and significantly impacted ad believability. Ad believability in turn significantly impacted attitude toward the ad, which had a significant impact on brand attitude and purchase intentions. Research and managerial implications are discussed, as are directions for future research.

Purpose -This study aims to investigate the relevance of customer experience quality (EXQ) across three different aspects. It compares the effect of EXQ on customer attitudes for hedonic vs utilitarian services; regular vs new customers; and new customers if they revisit or become regular customers. Design/methodology/approach -The study uses a survey design with structured questionnaires and established scales. Part of the data is collected using a longitudinal survey. Factor analysis and structural equation modeling are used as analytical techniques. Findings -Major findings indicate a stronger effect of EXQ on consumer attitudes for a hedonic service. The effect of EXQ is found to be different on attitude variables for new and existing customers. A temporal change is observed for the new customers when they become regular.Research limitations/implications -The findings emphasize on the differential effect of EXQ depending on the service type and customer type. The findings also support the temporal nature of customer experience. Practical implications -The findings emphasize on the role of customer experience in retaining customers. The findings further imply that a service provider should consider the effect of experience both during and post-consumption for better service delivery and growth. Originality/value -The novelty of the study lies in the comparison of the effects of experience across different service types. In addition, longitudinal exploration of changing effects of customer experience is tested for the first time as per the author's knowledge.

Purpose The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual model of technology readiness (TR) affecting perceived ubiquity (PQ) (of smartphones) and PQ affecting M-commerce adoption (MA) incorporating the moderating effect of privacy concerns (PC) on the relation between PQ and MA along with the constructs perceived usefulness (PU) and perceived ease of use (PEU). Methodology The conceptual model was formulated using a set of qualitative research procedures (four focus group discussions) and tested using two questionnaire-based surveys (with 372 and 431 respondents each) in India. Exploratory and confirmatory factor analyses were conducted followed by structural equation modeling for the quantitative data. Findings Results from the quantitative study indicate a significant effect of TR on PQ, PU and PEU. All three latter constructs had a significant effect on MA. A significant moderating effect of PC on the relation between PQ and MA was also observed. Research implications The study findings enhance the literature on the antecedents of successful adoption of M-commerce and establish the role of PQ as a significant influencer of MA. Practical implications The study findings would enable service providers with a new and relevant model of M-commerce adoption. Originality The major contribution of the study is the development and validation of a model that has attitudinal variables related to technology usage and their relations to M-commerce adoption.