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 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...