...Bennie Eng; Cheryl Burke Jarvis Purpose This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role...

... experience Attachment Aversion Consumer-Brand relationship Self-expression The marketing paradigm in recent years has shifted from traditional to experiential and transformational perspectives. In the experiential view, consumers are believed to be both rationally and emotionally driven...