... and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand. 05 04 2023 08 09 2023 22 01 2024 02...

...Eugene Cheng-Xi Aw; Lauren I. Labrecque Purpose As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers. This study...