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Keywords: Celebrity brands
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Journal Articles
Promoting authenticity through celebrity brands
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (7): 2072–2099.
Published: 24 March 2021
...Amanda Kennedy; Stacey M. Baxter; Alicia Kulczynski Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment...
