...Kosuke Mizukoshi Purpose This study aims to investigate the mediating role of self-esteem in the relationship between human brand addiction and debt avoidance. Design/methodology/approach A quantitative mediation analysis was conducted across two surveys and one scenario-based experiment...

...Paula Rodrigues; Ana Brochado; Ana Sousa; Muhammad Junaid; Ana Pinto Borges Purpose The purpose of this paper is to elucidate consumers’ perceptions of celebrities as masstige human brands (Study 1) and to develop a novel comparative framework that incorporates two distinct mediating variables...

...Rafael Barreiros Porto; Carla Peixoto Borges; Paulo Gasperin Dubois Purpose Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However...

... Human brand Personal brand Personal brand authenticity Brand authenticity Football Brand identification Brand loyalty Behavioral loyalty Attitudinal loyalty Structural equation modeling (SEM) In the current era of fake news, illusions, manipulations and other artificial attributes...

... Emerald Publishing Limited Licensed re-use rights only Brand trust Brand loyalty Authenticity Emotional attachment Digital marketing Interactivity Human brand Influencer brand The ways in which people obtain information about products and services and make purchasing decisions...

... intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase...

... characteristics of those narratives influence consumer-brand attachment. Celebrity brand is differentiated here from the broader construct of a human brand (Thomson, 2006), which may include not only celebrities but also ordinary individuals who use branding strategies to market themselves...