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Keywords: Parasocial relationships
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Journal Articles
When celebrity endorsements collide with social activism: exploring athlete celebrity endorsements, social issues and brand perception
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (3): 558–569.
Published: 20 June 2023
... athletes associated with a brand and messages directly from the brands. Findings Messages from celebrities were evaluated as being more important than similar messages directly from the company. Parasocial relationships between the consumer and the celebrity endorser were found to increase brand...
