...Ania Izabela Rynarzewska; Lubna Nafees; Kristine C. Johnson; Stephen LeMay; Marilyn Michelle Helms Purpose Celebrity brands increasingly leverage social media alongside traditional media to repair reputations, reflecting consumer culture theory’s focus on co-created brand meaning. Prior research...

...María Lucila Osorio; Edgar Centeno; Jesús Cambra-Fierro; Ernesto del Castillo Purpose Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension...

... Publishing Limited Licensed re-use rights only Literature review Human brands Brand management systems Celebrity branding Celebrity brands As part of a consumer phenomenon, “human brands” (sometimes equated with celebrities) are a vital part of both contemporary culture...