MAPPING MULTIPLE BRAND-CELEBRITY CONGRUENCE WITH OVERALS: AN EVIDENCE FOR THE MEANING TRANSFER MODEL

This study aims to provide evidence for the meaning transfer model. In Turkey, five apparel retailer brands and celebrities are evaluated with brand personality credibility models, respectively via pick any scales. 305 respondents selected a convenience sampling approach attend study. order compare different types of entities (brands celebrities) nominal variables, OVERALS analysis is performed. Associations regarding treated as sets variables in analysis. Three out brand-celebrity pairs found be closely congruent. context multiple comparisons, this relativistic congruence provides Moreover, several essential associations process (for sexy, big fan following, non-controversial public image stable, responsible, active) revealed. Findings expected deepen understanding