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Keywords: Celebrity brand avoidance
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Journal Articles
Iddrisu Mohammed, Alexander Preko, Leeford Edem Kojo Ameyibor, Mawuli Feglo, George Cudjoe Agbemabiese
Journal:
Arts and the Market
Arts and the Market (2022) 12 (3): 215–230.
Published: 25 October 2022
..., CBH significantly influences celebrity brand avoidance (CBA) and negative word-of-mouth (NWoM), brand retaliation, private complaint and brand switching. Nevertheless, CBH had no significant influence on CBA in the second study. In all, BH had the strongest effects on NWoM for products in Hegner...
