...Vishag Badrinarayanan; Enrique P. Becerra; Jeremy J. Sierra Purpose In recent years, celebrity brands have become widely available in major retailers. However, knowledge on characteristics and outcomes of celebrity brand – retailer relationships is sparse. Aligned with the brand resonance model...

... through an online survey. Structural equation modeling was applied to 394 responses for analysis. Findings The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand...