McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?
A)Companies should choose celebrities with stopping power as endorsers.
B)Companies should use physically attractive celebrities to endorse their products.
C)Companies should use as endorsers celebrities who project the image or meaning they want for their products.
D)The image of a celebrity comes primarily from the products she or he endorses.
E)Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.

Question

Quizplus · Accepted Answer

McCracken's model suggests that companies should use celebrities as endorsers who project the image or meaning they want for their products. This means that the celebrity's image should align with the brand's image or message in order to be effective. Therefore, option C represents a major implication of McCracken's model. Option A and B are not necessarily true as stopping power or physical attractiveness alone may not be enough to create a successful endorsement. Option D is also not true as a celebrity's image comes from a variety of factors beyond just the products they endorse. Option E is not true as the choice of a celebrity endorser should be based on careful analysis and research instead of just intuition.

McCracken Developed a Model Relating to the Use of Celebrity