... on an endorser’s credibility. Design/methodology/approach Following a protocol designed by Till and Shimp (1998), two experiments were conducted to examine if meaning transfer exists (experiment 1) and if meaning type moderates reverse meaning transfer (experiment 2). A doubly repeated multivariate analysis...

...Gashaw Abeza; Norm O’Reilly; Benoit Séguin; Ornella Nzindukiyimana Purpose The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model. Design/methodology/approach The study adopted a content...