Siva K. Balasubramanian, Associate Dean of Stuart, Explains Why Car Insurance Companies Use So Many Celebrity Spokespeople
“According to McCracken’s ‘Meaning Transfer’ model,” writes Siva K. Balasubramanian, associate dean of the Stuart School of Business and professor of marketing, “over repeated audience exposure to celebrity endorsement ads, the positive perceptions associated with the celebrity will tSiva K. Balasubramanianransfer onto the advertised product. Celebrity endorsers may be appropriate for certain products/brands and celebrities that are carefully evaluated for optimal product/personality match.”