Throughout human history, people have expressed admiration for heroes who possessed
extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities …

This article introduces the celebrity capital life cycle as a structuring framework for the
literature on celebrity endorsement. This framework comprises four stages: acquisition …

Purpose This study investigates how social interaction-oriented content in broadcasters' live
speech affects broadcast viewers' purchasing and gift-giving behaviors and how …

Purpose This paper aims to elucidate instances whereby celebrity endorsements by social
media influencers (SMIs) embedded within online consumption communities are perceived …

Purpose Corporate brands increasingly use influential, high reach human brands (eg
influencers, celebrities), who have strong parasocial relationships with their followers and …

The celebrity worship considered as an anomalous psychological behavior with major
consequences on personality development of an individual is examined with the important …

This study investigates developmental differences in self-determination needs as
antecedents of consumers' strong attachments to celebrities and, in turn, brand attachment …

Purpose This study aims to investigate the effects of brand familiarity on attitude formation
across different advertising channels, product types and brand settings …

Advertisers believe that celebrity endorsement is a competent marketing tool for building
brand awareness. Based on Elaboration Likelihood Model, this research aims at exploring …

Purpose–This study aims to explore consumer brand associations and values derived from
a corporate brand and a celebrity brand endorser prior to their endorsement …