When an endorser's public persona is projected onto a brand, the brand's image is incorporated into the consumer's self-concept. This view is based upon

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The meaning transfer perspective suggests that when a celebrity or endorser is associated with a brand, the meanings and characteristics they project onto the brand are transferred to the consumer. This incorporation of the brand into the consumer's self-concept is a result of this meaning transfer. Charisma, psychological reactance, and the sleeper effect are not directly related to this concept.

When an Endorser's Public Persona Is Projected onto a Brand