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Journal Articles
Celebrity CEOs’ credibility, image of their brands and consumer materialism
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2021) 38 (6): 638–651.
Published: 30 August 2021
...Richard Huaman-Ramirez; Dwight Merunka Purpose This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines...
