The marketers of Cirrus shoes received negative publicity when the company's brand ambassador was convicted of sexual assault. The company was forced to rescind their association with Adrian Richardson as they feared a conveyance of negative cultural perceptions to consumers. This scenario can be best explained using the _____ model.
A)celebrity expertise
B)meaning transfer
C)celebrity popularity
D)endorsement shift
E)consumer-celebrity merging

Question

Quizplus · Accepted Answer

The scenario described in the question is an example of the meaning transfer model, which focuses on the transfer of meanings from the celebrity to the endorsed product or brand. In this case, the negative image associated with the brand ambassador (Richardson) was transferred to the Cirrus brand, which forced the company to sever ties with him.

The Marketers of Cirrus Shoes Received Negative Publicity When the Company's