A risk of meaning transfer: Are negative associations more likely to transfer than positive associations?

@article{Campbell2012ARO,
  title={A risk of meaning transfer: Are negative associations more likely to transfer than positive associations?},
  author={Margaret C. Campbell and Caleb Warren},
  journal={Social Influence},
  year={2012},
  volume={7},
  pages={172 - 192}
}
Celebrity endorsement is a common influence tactic used by marketers. By linking their brands with cultural entities such as celebrity endorsers, marketers attempt to acquire positive meanings and personality traits associated with the entity. Entities, however, often have both positive and negative associations. For example, a celebrity can be both smart and arrogant, or sexy and ditsy. We highlight a risk of meaning transfer: negative associations are more likely to transfer to a brand than… 
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