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Keywords: Fandom
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Journal Articles
Love me, love my endorsed brand: unveiling the impact of Generation Z fan’s celebrity worship on online brand advocacy
Available to Purchase
Journal of Product & Brand Management (2025) 34 (5): 618–633.
Published: 03 March 2025
... relationship Fandom Social media use Celebrity worship Brand love Online brand advocacy Generation Z The consumer–brand relationship is crucial for sustaining long-term brand success beyond mere transactions (Albert and Merunka, 2013 ; Fournier, 1998 ; Tuškej et al., 2013...
