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Keywords: Celebrity authenticity
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Journal Articles
Examining process mechanism of celebrity attributes on brand advocacy
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (5): 549–563.
Published: 25 July 2024
... Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators. Originality/value The study highlights how vital brand personality appeal...
