...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...

.... Although most prior work has focused on product brands, research is beginning to examine human brand addiction. For example, Rodrigues et al. (2024 , 2026) found that celebrity brand addiction positively influences compulsive buying. However, no existing research has considered the relationship...

... 21 07 2024 10 12 2024 25 05 2025 05 09 2025 26 09 2025 26 09 2025 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Celebrity endorsement Celebrity branding Value co-creation Idol worship Brand advocacy Brand...

... Brand passion Brand addiction Brand relationship Celebrity branding Compulsive buying Relationship marketing Loyalty Human brands, often embodied by celebrities, have become a key focus in branding research because of their capacity to shape consumer perceptions and behaviours (Fournier...

... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media Closeness Celebrity branding Influencers Social media influencers become spokespersons for the brands they represent (Freberg et al., 2011) and are an effective tool in brand endorsements...

...Hosun Lee; Dae Ryun Chang; Sabine Einwiller Purpose This study aims to examine how consumers use a moral reasoning process to defend preferred celebrity and celebrity brand images and specifically, the processes for supporting the celebrity’s comeback after a transgression. Design/methodology...

... Quantitative methods Brand performance Brand co-creation Celebrity branding Building a strong professional human brand has become a challenge and a strategic goal for individuals who embody these brands (Parmentier, 2011 ; Parmentier and Fischer, 2012 ; Muniz et al., 2014...

... identifiable one that summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human-brand management models. Literature review Human brands Brand management systems Celebrity branding Celebrity brands As part...

...Ana Luisa Santos; Filipa Barros; António Azevedo Purpose Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity’s...

... brands may be developed through use of national, cultural icons. Corporate social responsibility Brand awareness Consumer behavior Marketing strategy Cross-cultural research Focus groups Cultural branding National brands Brand heritage Celebrity branding Arts and their creators play...